ODO7, or aroma jockeying, is a delicious new trend you might get to experience in a night club near you in the not-so-distant future (if you haven’t had the pleasure already.) JWT predicted a rise in ODO7 in their list of 90 Things to Watch in 2009.
As Australia-based ODO7 points out, adding different aroma blends to the air adds another dimension to the clubbing experience—or the ambiance at any venue, for that matter. The scents are derived from diffusing different real pheromones, herbal oils and incenses into the air. Their "bestsmellers" include Grape and Chocolate, and their top scent is Strawberry-Blackberry.
We’ve seen all kinds of olfactory marketing, or what we like to call ‘scentvertising’ campaigns. Check out a few of our favourites in the cluster below.
Aroma Jockeying
ODO7 Gives Off Different Smells at Night Clubs For A Scentual Atmosphere
Trend Themes
1. Aroma Jockeying - Opportunity for nightclubs to enhance the clubbing experience through the use of different aroma blends.
2. Olfactory Marketing - Opportunity for brands to utilize scents to create memorable and immersive advertising campaigns.
3. Pheromone-based Scents - Opportunity for companies to develop and market scents derived from real pheromones, herbal oils, and incenses for various applications.
Industry Implications
1. Nightclub - Nightclubs can adopt aroma jockeying to create a unique and multi-sensory clubbing experience.
2. Marketing - Brands in various industries can leverage olfactory marketing to create engaging and memorable advertising campaigns.
3. Fragrance - Fragrance companies can explore the use of pheromones, herbal oils, and incenses in developing new scents for different applications.