Laugh and Sniff Ads
Jeremy Gutsche — May 2, 2007 — Marketing
References: adrants
My Name is Earl has just launched scratch and sniff ads. Why? Neuropsychology teaches us that the olfactory sense (smell) is the only sense with a direct connection to your brain. Accordingly, distinct smells invoke powerful emotions... So why don't ALL advertisers use some form of scentvertising?
Last August, the Rolling Stones Magazine featured ads with a pot-like smell to promote the show Weeds... And in December, Got Milk used Cookie Scented Bus Stops to promote milk.
Looking forward, I'd expect to see more unique applications of scent.
Last August, the Rolling Stones Magazine featured ads with a pot-like smell to promote the show Weeds... And in December, Got Milk used Cookie Scented Bus Stops to promote milk.
Looking forward, I'd expect to see more unique applications of scent.
Trend Themes
1. Scentvertising - Incorporating scents into advertising campaigns to evoke powerful emotions and create a direct connection with the audience's brain.
2. Laugh and Sniff Ads - Introducing scratch and sniff ads as a novel way to engage consumers and stimulate their olfactory senses, enhancing brand recall and emotional associations.
3. Unique Applications of Scent - Exploring innovative uses of scent in advertising beyond traditional products, opening up opportunities to surprise and captivate consumers.
Industry Implications
1. Advertising - The advertising industry can adopt scentvertising as a disruptive innovation strategy to differentiate brands, increase engagement, and drive emotional connections with consumers.
2. Neuropsychology - Neuropsychologists can leverage the direct connection between smell and the brain to develop new scent-centric advertising techniques that tap into consumers' subconscious emotions.
3. Consumer Goods - Companies in the consumer goods industry can explore scent-based marketing approaches to create unique sensory experiences, enhance product perception, and boost consumer loyalty.
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