Bold 2in1, the P&G fabric care brand, is introducing two new scents to its range of detergents, with the launch of ‘Sparkling Bloom and Yellow Poppy’ and ‘Plumeria and White Orchid.’

In addition, new striking packaging featuring a colourful background has been designed to emphasise the fragrance delivery of the product. 

The launch is being supported by a heavyweight media support package, including TV, print, digital and out-of-home activations. 

Daniel Jalalpour, P&G laundry brand manager, said: “Our research suggests that consumers are willing to pay more for new and unique fragrances. This exciting new launch introduces a new proposition for Bold, combining uplifting scents with bright and bold packaging to hint at the intensity of the fragrances. This is one of the biggest launches of the year for Bold, and we are supporting it with a huge marketing investment to keep the brand at the front of consumers’ minds.”