Magazine article CRM Magazine

Marketing Dollars and Scents

Magazine article CRM Magazine

Marketing Dollars and Scents

Article excerpt

Does the aroma of freshly baked chocolate chip cookies make you want to reach for a cold glass of milk? The California Milk Processor Board (CMPB) certainly hopes so. Its new "Got Milk?" campaign was launched this past December in San Francisco with the installation at five bus shelters of ads for milk that actually emit the aroma of chocolate chip cookies. The board was ordered to remove the ads shortly after the installation, but the campaign generated a loud PR buzz, leaving marketers wondering, How sensible is scent marketing?

"I believe that scent marketing has a tremendous potential to work," says Robert Lauterborn, professor of advertising at Columbia University. "We experience life through five senses. Why do we only market through two or three?" In the past, few companies have used scent to connect consumers to their brands. A few examples exist, such as perfume ads, some candy stores (like the new M&M store in Times Square), and hotel chains that build brand recognition by spraying a unique scent in their lobbies and rooms. …

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