Olfactory branding
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Transcript of Olfactory branding
Olfactory branding
• 75% of our day to day emotions are influenced by what we smell
• We breathe 18,000 to 30,000 times a day• Scent and related memory have the high recall
rates (Engen, 1991).• 85% brand communication is audio/visual
Stefan Floridian Waters
What do they have in common?
McCains campaign 2012
• February 2012• A £1.4million campaign to promote a new
range of McCains Ready Made Jacket Potatoes• Scented advertisements in bus stops • 2 each in Glasgow, London, Manchester,
Nottingham & York
http://www.youtube.com/watch?v=y7Gwt1I0ieQ&feature=player_embedded
What happened on the ground?
• The scent component operated inconsistently between bus-stops.
• Sometimes you had to press the button a number of times for the scent release to work.
• Most people ignored the advert, only pressing the button it was pointed out
• The smell component had to be topped up by operators, who participants reported seeing at the London bus-stops
http://www.youtube.com/watch?v=V7bzX6zvtic&feature=player_embedded
http://www.youtube.com/watch?v=Y9MKc-vQkPU