Unlike the old-school glossy fragrance inserts that you had to actually open to smell the scent strips, these advertisements are scratch and sniff type advertisements embedded in the newspaper page. Rubbing the advertisement on the page will activate the scent. The technology is in place and new scents will be developed as they are needed. Currently, perfumes and chocolate are available.
According to Smell that? Someone's trying to sell you something (USA Today, 12/29/2006),
the December catalog of Yankee Candle featured 12+ candle fragrance samples like cinnamon and Christmas cookie. Kraft Foods advertised cherry Jell-O and white fudge Chips Ahoy! with scent ads during November in People magaine. Diet Pepsi Jazz promotions have included print ads, coupons and store signs featuring the scent of fruit and French vanilla fragrances. Electronic stores in the Northeast used chocolate scent strips to hype the new LG Electronics mobile phone and music player, Chocolate.
Companies spent $50 million to $80 million on scent-related marketing in 2006, says Harald Vogt, founder of The Scent Marketing Institute consultancy and researcher. That includes spending to fill stores and hotels with customer-pleasing aromas. Vogt predicts spending will pass $500 million by 2016.What scent would you want to use with your advertisements? I love vanilla, baby powder, lavender and Channel No. 5, but do not think these would be applicable to my advertising.
If you thought, "Chicken Fried Steak" scent, you will love the Southern Fried Carnival
Tags: Year of the Scent, scent technology, Wall Street Journal, leading readers by nose
