Marketers are always looking for new and innovative ways to make their advertising stand out. One of the latest ways to create more impact and buzz is through the use of smell. Studies have shown that incorporating scent into a marketing campaign can really make your advertising be seen and heard… or in this case, smelled.
A study by Ultrecht University in the Netherlands found that smell can trigger powerful emotional and cognitive reactions. Something also to consider about smell is that it can’t be easily filtered out like light and sound.
The inspiration for this blog post came from an article I recently read showing some examples of how advertisers are already using smell to their advantage. Some of these campaigns had both negative and positive impacts. For instance, Bloom’s steak-scented billboard generated a lot of hype and increased sales, but it also drew some negative press when PETA weighed in. Other success stories include Mr. Kipling’s scented bus shelter billboards, Bloom’s peach scented billboard, and Dunkin’ Donuts Flavor Radio.
For more on these smell campaigns and others check out this link: