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The Fragrance Foundation’s One Drop Changes Everything Campaign Goes Live

Friday 22 January 2010

New York, January 22, 2010 - Just in time for Valentine’s Day. It’s live. It’s happening.  It’s going to change the world’s appreciation of fragrance. It’s going to drive consumers into retail and impact sales.  

It’s the One Drop Changes Everything fragrance campaign.  The exciting new fragrance industry multi-media initiative developed by The Fragrance Foundation, with creative by Yard, the influential NY based advertising and design company, to entice consumers back to the pleasures of fragrance. 

Creating buzz and generating a new vibe, the One Drop Changes Everything campaign makes full use of all the current media tools of the trade:  the Internet, social media, print,

jumbo plasma billboards,  sophisticated in-mall digital screens and retail web links.

Where will you see it?  When will you see it? 

•           Onemightydrop.com is up and running.  Have some fun for a few minutes.  Download your own visual into the icon bottle.  Read personal perfume memories written by Leah Wyar, Beauty Director, Cosmopolitan  and industry insiders.

•           Eye-popping print ads: front and center, breaking with the icon visual/one page ads in the following publications: Harper’s Bazaar February issue, Seventeen, Cosmopolitan, House Beautiful, People StyleWatch, “W” Personal Shopper. 

•           The New York Times full page January 31st Sunday main paper, Thursday Style section February 4th & 11th and NYTimes.com Sophisticated Shopper. 

•           Times Square jumbotron plasma billboard February/March

 •           Dazzle with digital: coming to a shopping mall near you February/March 2010 via the innovative Adspace Networks.  The largest in-mall digital video network in the country has partnered with The Fragrance Foundation to run a Public Service Announcement on behalf of the campaign. “We have many valued customers in the fragrance category,” said Dominick Porco, Chairman and CEO, Adspace Networks, Inc. “Our mission has always been to drive retail sales and we are pleased to be able to support The Fragrance Foundation’s efforts to create excitement in this important category.” A network of 1,400 in-mall digital 8ft tall billboards fitted with 65” plasma screens will animate and bring to life the One Drop Changes Everything icon visual. 

 “This is just the beginning”, comments Rochelle Bloom, President of The Fragrance Foundation.  “We believe that it will make the consumer look at fragrance in a new way and engage with new enthusiasm.”   

About Adspace Networks, Inc.

Adspace Networks, Inc. (www.adspacenetworks.com) owns and operates the Adspace Digital Mall Network, the largest in-mall digital billboard network in the country. Currently located throughout more than 100 Class A malls across the United States, the network consists of 1,400, eight and nine-foot-tall plasma screens- called “Smart Screens.” The Smart Screen displays show programming which combines a mix of the top ten sale items in the mall, the hottest seasonal items available, mall events, and local and national advertising. The network reaches over 100 million affluent (source: Directory of Major Malls®) consumers each month, and is particularly effective at reaching teens, young adults, and women. Adspace is also a charter member of the Out-of-Home Video Advertising Bureau (OVAB), an organization that will help provide standards and best practices for the burgeoning out-of-home video advertising industry.

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