P&G is enhancing its Bold portfolio with a new range of 3 in1 Pods, launching in stores at the end of January.
Available in four scents, the Pods use ”3-chamber technology” to clean, soften and freshen clothes.
The range, which includes Lavender & Camomile, Lotus Flower & Water Lily, Sparkling Bloom & Yellow Poppy and Gold Orchid & Moringa scents, comes in a range of sizes. A new larger family sized pack (55 washes) will also hit shelves at the same time.
P&G has invested heavily in the new Bold line-up and the brand returns to TV screens for the first time in over a year with the launch of its ‘Take You Home’ advertising campaign. The campaign focuses on how the scent of laundry can trigger nostalgic and comforting effects, with fresh fragrances contributing to our mood and wellbeing.
The TV advertisement will run across digital and terrestrial channels over the next few months. In February, in-store promotions are due to go live along with high impact print media hitting national titles.
Dan Jalalpour, senior brand manager for Fabric Care, said: “It’s fantastic to see Bold back on our TV screens. This, coupled with high impact displays in-store, ensures Bold is front of mind with shoppers looking for a scented detergent. More people are now looking for Pods as wet formats continue to grow. Our latest marketing campaign marks the start of what will be an exciting year for Bold and the P&G Fabric Care range as a whole.”