Make Your Next Campaign as Fresh as Laundry in a Breeze

Posted Wednesday, August 19, 2020

Make Your Next Campaign as Fresh as Laundry in a Breeze | H&H Graphics

What exactly is the smell that makes someone want to bury their nose in a freshly washed towel that has been line dried in the outdoor air?

It sounds like a question for a poet, or maybe a marketer hawking a new detergent brand, but in fact, it was scientific inquiry that settled the matter, at least in the most literal sense:

“…the smell of line-dried laundry is due to the unique combination of traces of atmospheric hydrocarbons, sunlight and a wet fabric surface. This surface photochemistry is likely to be widespread in the environment on surfaces of natural materials.”

That was the conclusion of researchers at the University of Copenhagen, who decided to get to the bottom of what was so appealing about that fresh laundry smell. They washed a set of cotton Ikea towels in ultra-purified water, hung them in various locations and then sealed them into bags for testing. Their research identified a collection of aldehydes and ketones responsible for the lovely smell that has been inspiring poets and detergent campaigns since long before its source had been decoded.

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Taco-Scented Wrapping Paper:
Nacho Mother's Holiday Tradition

Posted Tuesday, December 17, 2019

Taco-Scented Wrapping Paper: <br />Nacho Mother's Holiday Tradition | H&H Graphics

In a season rich with nostalgia and tradition playing out against a backdrop of crackling fires, twinkling lights and tidings of comfort and joy, the marketplace was clamoring for something mas.

And that something was taco-scented wrapping paper.

So many people, in fact, recognized that wrapping gifts in paper that looks and smells like a Taco Bell Crunchwrap was an awesome idea that supplies quickly ran out. That is what happens when you take something as popular as a taco and you create a multisensory experience around it. Who wouldn't want to wake up on Christmas morning and follow the smell of tacos to a stack of gifts wrapped in five layers of paper taco ingredients?

As the latest in a string of quirky, branded holiday products, Taco Bell – with an assist from the H&H Graphics special effects  team – released wrapping paper infused with the scent of its Triple Double Crunchwrap. With sheets designed to look like beef, cheese, lettuce and tomatoes, tostadas and a tortilla, the limited edition scented paper was offered exclusively on Amazon by Taco Bell Canada and sold out within 48 hours.

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