Milk


This ad smells...good... literally...like cookies. Got Milk? Unfortunately, the first outdoor ad to use the medium of scent has already come and gone. Monday morning, bus shelters scattered around California were filled with the aroma of fresh baked cookies. The appetizing scent was coming from something called magniscent adhesive stickers which were applied within the shelter. I can't think of a better way to make people crave a tall glass of ice cold milk. But apparently, after a huge media frenzy and complaints by some cookie hating people who thought the ads were too intrusive or something, the ads were pulled today. Anyway, I thought this was a smart idea and really pushed the boundaries of the medium. Whish I could have got a whiff. Props to Goodby Silverstein & Partners, San Francisco and to creative team Thomas Kemeny and Byron DelRosario for making our ad mouths water. Your thoughts on aromatising?

20 comments:

Dick Margulis said...

NPR did person-on-the-street interviews at one of the shelters, and nobody wanted milk; everyone wanted cookies. So there might have been some problems with effectiveness had the ads stayed up.

Aroma has been used in outdoor advertising for a long time. Walk down any commercial street in New York. Donut shops, bakeries, and all sorts of other food outlets have had fans wafting kitchen aromas onto the sidewalk for a long time.

I think using cookies to sell milk was a dumb idea. But using the same technology to sell coffee? Donuts? Leather goods? Perfume? Might work.

Sophia said...

They already do it in malls... So why not on the street?

Anonymous said...

The first outdoor o use scent was this spring in Belgium: http://www.molblog.nl/marketing/2530/fromfeed

Steve W said...

The concept is great. Why not appeal to all senses, including smell, which is incredibly powerful for creating memories?

mixon said...

Great idea and placement.
Too bad the people's complaints led to the end of the ad's run, really, its no more intrusive than the street aromas margulis mentions.

Jeff said...

They do something like this at Disney World. When I used to work in the Confectionary (Main Street, Magic Kingdom) they told us there were 'sprayers' that sprayed the aroma of peanut brittle and fudge out the door for passer-byers.

We were always packed, so maybe it worked.

Anonymous said...

It could turn off some people, especially people who are allergic to some chemical in the scent. I know several people with perfume allergies so severe that they become upset at any artificial scent.

Somehow I doubt that the aromas will be purely from food - food will not spray without making a mess! Who knows what toxins will be in this stuff.

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