Award winning concentrated fabric conditioner, Comfort, is giving away one million samples, each wrapped in the #WorldsBestHug, in its effort to encourage South Africans to find moments to connect and bond with each other.
The campaign, which has been put together by The Creative Counsel’s creative agency Unit 5, plays on the natural instinct of human beings to touch. Playing on arguably our most powerful of the senses, this instinct is amplified when combined with the sense of smell, making the campaign a perfect fit with Comfort.
Comfort’s encapsulated fragrance technology releases bursts of fragrance on touch, making hugs the perfect mechanism to best experience this innovation.
“Due to the pressures and time constraints of our modern lifestyle, as well as the intrusion of technology, people are generally aloof and inclined to limit human contact,” says Jarrod Eckstein Managing Director Unit 5.
Numerous research findings have found many positive effects of hugs which include reducing stress, lowering blood pressure and alleviating fear.
Comfort Brand Manager, Leoni Sinclair says the campaign is a feel-good and heart-warming activation which is aimed at bringing joy to the lives of South Africans. “We want to remind people about the importance of connecting in a memorable and relevant way. A hug tends to bring people together in the most genuine and human practice. Smell and touch are all part of the comforting experience of hugging and a great fit for our brand.”
The campaign will run over four months in 170 locations across Johannesburg. Each sample given away will be accompanied by a hug from the Comfort brand ambassador. Beanies will also be distributed to orphanages in the activation locations.
