Advertising that’s Creating a Real Smelly Buzz!

This stinks! Literally! But does it create more of an “experience” and create a “buzz?” An article in AdvertisingAge talks about a European cinema that pumped in the scent of Nivea sun cream while a Nivea logo appeared on screen along with the words “Nivea. The scent of summer.” Exit polls showed a 515% rise in recall for the Nivea ad!

Now a car manufacturer wants to promote its cabriolet version by evoking the smell of fresh country air and newly cut grass.

http://adage.com/print?article_id=129864

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