There are far worse smells common in bus shelters than fresh, chocolate chip cookies. But as if modern day marketing couldn't get any more creative, a popular TV campaign is taking to bus shelters and benches with a unique and delicious smelling new idea.
The 13 year-old "GOT MILK?" adverts will take to California bus shelters this Christmas season with the added feature of an olfactory scent sampling
technology called MagiScent. Provided by a company called Arcade Marketing, the scent is infused to adhesives which are installed to the underside of benches and within the shelters.
Surprisingly, marketing by smell is nothing new.
"Retail and hospitality industries have used scent marketing to attract and retain customers for years, but integrating scent sampling into outdoor advertising in this way is new for the American market," explains Robert Lauterborn, professor of advertising at the University of North Carolina at Chapel Hill.
It is the first time the California Milk Processor Board (CMPB), who created the "GOT MILK?" slogan, have used the technology for marketing purposes.
Why chocolate chip cookies? Of course, no chocolaty snack is complete without being washed down by a nice cold glass of milk.
"GOT MILK? bus shelters will help us build buzz by creating a sensory trigger for milk in an unusual way and place" said Steve James, chairman of CMPB.
The 13 year-old "GOT MILK?" adverts will take to California bus shelters this Christmas season with the added feature of an olfactory scent sampling
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Surprisingly, marketing by smell is nothing new.
"Retail and hospitality industries have used scent marketing to attract and retain customers for years, but integrating scent sampling into outdoor advertising in this way is new for the American market," explains Robert Lauterborn, professor of advertising at the University of North Carolina at Chapel Hill.
It is the first time the California Milk Processor Board (CMPB), who created the "GOT MILK?" slogan, have used the technology for marketing purposes.
Why chocolate chip cookies? Of course, no chocolaty snack is complete without being washed down by a nice cold glass of milk.
"GOT MILK? bus shelters will help us build buzz by creating a sensory trigger for milk in an unusual way and place" said Steve James, chairman of CMPB.