A scented shelf barker is the latest innovation to hit the laundry aisle and forms part of an in-store media first for Unilever's Comfort brand.

The initiative brings together Comfort with The Co-operative Group, which has signed a six-week deal to have scented shelf barkers in 500 of its largest stores. The outlets will display shelf barkers with a special button that releases a generic Comfort scent when pressed.

"This deal shows how a little creative thinking can go a long way within the retail environment," said Jon Southcombe, MD of The Co-op's media agency, abc media.