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Olfactory branding

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?.

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Olfactory branding

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  1. 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

  2. Stefan Floridian Waters

  3. What do they have in common?

  4. 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

  5. http://www.youtube.com/watch?v=y7Gwt1I0ieQ&feature=player_embeddedhttp://www.youtube.com/watch?v=y7Gwt1I0ieQ&feature=player_embedded

  6. 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

  7. http://www.youtube.com/watch?v=V7bzX6zvtic&feature=player_embeddedhttp://www.youtube.com/watch?v=V7bzX6zvtic&feature=player_embedded http://www.youtube.com/watch?v=Y9MKc-vQkPU

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