A New Smell for Bus Shelters

Just spotted on the Chronicle website: next week, an ad firm will start making some Muni shelters smell of cookies. The idea is that commuters will smell the cookies and decide it’s time for a glass of milk, which the advertiser (the California Milk Processor Board of “Got Milk?” fame) will happily provide. Apparently this kind of aromatic marketing is a first in the U. S. No word on how such campaigns have fared elsewhere, but a couple of people quoted in the story seem skeptical. I don’t know which is better, student Veronica Navarro’s belief that “[i]t’s going to smell like cookies and bums,” or Supervisor Tom Ammiano’s philosophical remark that “[o]ne man’s cookies and milk might be another man’s kimchi.”

3 Comments so far

  1. cd (unregistered) on November 30th, 2006 @ 10:32 am

    I fear the natural consequence of this campaign will be that whenever I think of cookie smell, I think of urine smell.

    Then again, could be the kind of weight-loss motivator this country needs. Let’s here it for negative reinforcement!

  2. dln (unregistered) on November 30th, 2006 @ 3:07 pm

    mmm, cookies and pee.

  3. Bruno (unregistered) on December 5th, 2006 @ 4:24 pm

    In France, there were various similar campaigns using aroma diffuser with billboards. They have taken place in airport or commercials centers.
    For more information about sensory marketing you can read : brandsense (in english)or Le marketing sensoriel du point de vente (in French, Dunod editor).

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