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