Bold 2in1 Infusions offer a "luxurious" fragrance

The range has been developed in response to increased demands from consumers for more premium, luxurious laundry products. It is aimed at the consumer who “revels in the little things”, and is willing to pay more for a new, more enjoyable experience and up to 7 days of luxurious fragrance. P&G understands that doing the washing is an unavoidable fact of life, so it makes sense to make it as pleasant as possible.

Paul Lettice, Trade Communications Manager at P&G comments:
“We are confident that Bold 2in1 Infusions will help to make the chore of washing a more pleasurable and invigorating experience for consumers, combining the “infusion” of premium fragrances with the great clean feel consumers have come to expect from Bold 2in1, as a traditional family favourite in the detergent market.”

“Today's laundry consumer is always looking for something to make everyday household tasks easier and are willing to invest in a better experience. This is something that the detergent market has become aware of only recently, which presents a great opportunity for the industry to boost profits, build sales and drive incremental category value. We are certain that Bold 2in1 Infusions will delight customers who already place considerable confidence in the brand, and in turn help retailers to boost sales.”

In Store now, the launch of Bold 2in1 Infusions will benefit from an integrated multi-media marketing campaign: a television advert will alert consumers to the sensuous delights the products offer, and will reinforced by print and outdoor campaigns and PR support, as well as consumer trials, online, experiential and in-store advertising.