Tuesday October 31 2006
Smell-o-vision
Browsing through my AdAge Daily e-mailer I noticed that 2007 is going to be "the year of the scent". At least that's what Carmine Santandrea, CEO of "multisensory communications" vendor ScentAndrea believes. Well, he would, wouldn't he.
Anyway, smell, or as it is now being called, "scent technology" or "olefactory marketing" is set to become the next big thing. Companies like Mars, PepsiCo, Kraft and Procter & Gamble are all hoping smell is going to get them the attention they crave.
At Travelstart we have no immediate plans for introducing smell to any of our websites, but you never know :)
It's not all plain sailing for olifactory retailing though. Jack Sullivan, senior VP and out-of-home media director for Starcom warns,
"There's always the possibility that an olfactory campaign might offend, and huge concern over people with allergies."
Quite. I wonder what a bad advert is going to smell like?
Anyway, smell, or as it is now being called, "scent technology" or "olefactory marketing" is set to become the next big thing. Companies like Mars, PepsiCo, Kraft and Procter & Gamble are all hoping smell is going to get them the attention they crave.
At Travelstart we have no immediate plans for introducing smell to any of our websites, but you never know :)
It's not all plain sailing for olifactory retailing though. Jack Sullivan, senior VP and out-of-home media director for Starcom warns,
"There's always the possibility that an olfactory campaign might offend, and huge concern over people with allergies."
Quite. I wonder what a bad advert is going to smell like?
Posted by Damian Stephens at 03.19PM to Advertising