What's that smell?
Mars, PepsiCo, Kraft and Procter & Gamble hope scents will help them get attention among fragmented audiences. Pepsi recently added the aroma of black-cherry vanilla soda to its magazine inserts for Diet Pepsi Jazz.
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Mars used scent technology to spread the aroma of chocolate around its M&M's World retail outlets and put Pedigree dog-food-scented stickers in front of supermarkets and pet stores. Smell is the most primal sense we have, says Jack Sullivan, senior VP Starcom. He doesn't understand why it's not used more but there is concern that these campaigns may offend some and create allergic reactions in others.
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