If Armani Code represents ‘the ultimate code of seduction for men’, what’s the ultimate way to seduce men into sampling the
scent in-store?

The brief to Odd was to design an innovative point of sale unit to compliment a TV and press campaign developed by Publicis, with the sole purpose of generating sampling in over 150 flagship
outlets and drive sales of this
new men’s fragrance.

The promotion of new fragrances
in the store environment usually means distributing the familiar miniature glass vial by slipping
it into a bag without knowledge
or gifting it as part of a
larger purchase.

What we most wanted to get away from was this standard (and frankly dull) method for their distribution. We wanted the public to get excited about the new fragrance by interacting, helping themselves
and enjoying the product rather than just getting home and binning
it together with the carrier bag.

Our approach was to make the bog standard glass vial our hero in-store. We created an elegant, sculptural, freestanding unit that would appeal to the male hi-tech and gadget driven mindset. It featured a matrix that displayed hundreds of vials, encapsulated in futuristic plastic bubbles that were intriguing and unlike any other display.

Once at the unit, an ingenious dispensing mechanism allowed shoppers to retrieve samples themselves, while staff could easily re-stock it when empty. 
After just
2 weeks, sales of Armani Code
in participating stores were
up by 127%.