Trend Hunter has written a lot about the rise of scentvertising, and Canadian Tire is the next example.
Recently while I was perusing a new home decor/fashion/beauty magazine I was overcome by the aroma of campfire. I was sitting on my couch and outside remained at least 2 feet of snow from the last storm, so I knew the unlikeness that someone was indeed roasting wienies outside. As I read on, the odour grew stronger until finally I came across a full page spring ad for Canadian Tire.
Following the path of many fragrance companies, Canadian Tire has taken the sniff strip to a new level using the familiar paper peel-back strip format to attract the attention of the female reader. On the reverse of the ad were six coupons for various barbecue related products. I have since found a second such ad, also in a typically female read magazine offering a whiff of freshly cut grass, with money saving coupons for lawn care products on the back.
What a great way for this historically testosterone driven company to reach the 35-45 year old female target market. I may not run to the store to purchase a new lawn mower, but I sure have told a lot of people about the ad and some of them indeed set out to see the new models.
Scentvertising
Canadian Tire Ads Let You 'Smell the Spring'
Trend Themes
1. Scentvertising - The trend of using scents in advertising campaigns to evoke emotions and create brand recognition.
2. Sniff-strips - The rising popularity of peel-back paper strips in print advertisements that release fragrances.
3. Multi-sensory Branding - The use of scents, sounds, and other sensory experiences to strengthen brand identity.
Industry Implications
1. Retail - Brick and mortar stores can implement scent marketing to create a unique shopping experience and stand out from online competitors.
2. Advertising - Innovative advertising agencies can differentiate themselves by incorporating multi-sensory branding techniques into campaigns and creating unique, memorable experiences for consumers.
3. Fragrance - Fragrance companies can expand their market by partnering with businesses to create signature scents for their brand, leading to a new avenue of revenue.