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.