The sensory print campaign began with teaser ads in a multitude of targeted magazines. Launched one month later, the core of this campaign consisted of customized advertorials designed in conjunction with relevant publications that spoke individually to the five senses. Each advertorial was lead into by five pages of a common multi-sensory Parrot Bay branded ad. Finally, each insert concluded with a social responsibility message-Common Sense is the most important sense of all.

According to brand tracker analysis, Parrot Bay’s Total Awareness during the time of the campaign increased 3% from the year prior. Affinity “Brand for Me” scores increased 7%. Popularity increased 12% from a year prior, stylish brand and truly different increased 16% and 8% respectively. Trial increased by 2%.