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Smell-O-Vision 2.0 Hits North Carolina

By Chelsea Junget

Bloom, a division of locally-based Food Lion grocery stores, erected a billboard near Mooresville that emits a scent of black pepper and charcoal to promote a line of beef available at the stores. A fan will blow scent from an oil cartridge during morning and afternoon drive times through mid-June.

Bloom developed  the campaign in collaboration with an NC marketing agency and Charlotte-based ScentAir, a scent marketing and branding company. Scents can be a powerful tactic; studies indicate that scent is tied closely to memory, according to the Scent Marketing Institute.

Bloom may be wise to try scent marketing:

• Tests show a 40% improvement in mood when an individual is exposed to a pleasant fragrance.

• People recall smells with 64% accuracy after a year. (Compare that to the visual recall of photos, which sinks to about 50% after about 3 months.)

Can passersby really smell the scent? It probably doesn’t matter as the billboard and concept itself has garnered much more attention than the product. Sometimes a little stunt marketing can go a long way.

Any readers seen or smelled it yet?

Image courtest obswhatsinstore.blogspot.com

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Tags: Branding, commercials, marketing communications, strategy, what's new in marketing

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