UK advertiser trying the sense of smell to attract consumers

AdvertisingAge reports that McCain Foods is promoting its new baked potatoes with an interesting approach. Smell advertising is utilized along with an enlarged 3-D baked potato to catch the attention of consumers.

The interactive ads are placed on bus shelters in several cities throughout the United Kingdom. Consumers can press a button on the poster, and the fiberglass model heats up while an aroma is released that fills the bus shelter with the scent of a fresh, baked potato.

This is expanding the ability of traditional advertising by reaching an audience through the two atypical senses of smell and touch. Experimenting with fresh, unique tactics can draw positive attention to your product as long as it is complementary to the overall campaign message.

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