Greetings again, Lindstrom:
I must say that I'm learning a great deal about this topic through my
research for you! Here are more articles and examples.
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Brands turn on to senses
By Katie Weisman
Article examining the five senses in advertising and marketing -
begins at http://www.iht.com/articles/120122.html
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Florida Grapefruit Juice is a `Scent'sation in Innovative New Ads;
Florida Grapefruit Growers Introduce New "Sensory Experience" Print
Advertising Campaign
http://www.findarticles.com/cf_dls/m0EIN/2002_Sept_13/91479480/p1/article.jhtml
"Under the tagline, "Florida Grapefruit Juice: Refreshingly
All-Natural," the ads - which may be the first food and beverage ads
in the U.S. to use a scent strip - communicate the dynamic and intense
sensory experience enjoyed while drinking a glass of grapefruit
juice."
http://www.findarticles.com/cf_dls/m0EIN/2002_Sept_13/91479480/p1/article.jhtml
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Exploring new sensory evaluation frontiers
By Montserrat Daban, Science Editor, Symposium Secretariat
"Potential impact of Sensory Sciences on product design - The
development of sensory sciences is encouraging important advances in
the knowledge of sensory preference mechanisms, the application of
systematized sensory analysis techniques and the generation of
computational models for sensory processing. Sensory Sciences acquire
a high potential impact on product design and production technologies
and systems within industries manufacturing high sensory profile
products such as food, wine, fragrances, computers and automotive,
just to mention a few."
http://www.percepnet.com/percang01_03.htm
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Simple ideas inspire brand loyalty
By Neil Callanan
"As proof she points to the success of Index's Pips and Peps campaign
for Bank of Ireland where a box of seeds was given to customers.
"Customers weren't really sure how the investments worked, so on the
back of the boxes we wrote that if you planted the seeds then after so
many years you would have a beautiful flower. This highlighted the
benefits of the products Bank of Ireland was selling, ie invest your
money and after a few years there's a large return to you," she said."
From http://archives.tcm.ie/businesspost/2001/02/11/story296873.asp
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"Another expanding area, Ancketill says, is olfactory branding. "New
varnishes can carry smells released only when the pack is handled,
male pheromones have been used in video stores at night to encourage
the renting of adult videos, and devices are currently being
prototyped which will diffuse smells over the Internet," she says.
New York's PRADA store already uses some of the technology planned by
M&S. In its dressing rooms are "smart closets" which scan the
individual electronic chip-based clothing tags, using embedded RF
antennae, and send the garment information to an interactive touch
screen in the cubicle. The customer can then use the screen to select
other sizes, colours or fabrics. The screen also displays video
footage of the garment being worn on the PRADA catwalk."
From M&S to sell chips with everything By Graham Jones
http://edition.cnn.com/2002/WORLD/europe/08/23/uk.retail/
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"Jean-Charles Chebat, from the University of Montreal?s HEC management
school, pumped discreet traces of a sweet citrus fragrance (a
combination of lemon, orange, grapefruit and tangerine) into the
mall?s air for a week. "The shoppers didn?t even know the scent was
there because the airborne dose was so tiny," Chebat explains.
Merchants, however, certainly smelled a difference: Purchases that
week were up by $55 to $90 per customer, even though the experiment
was conducted during a traditionally slow business period and the
stores had been instructed to offer no special sales or promotions."
"In the United States and several European countries, clothiers, shoe
stores, hotels and even museums are already installing
scent-generating devices to "re-immerse products in their natural
elements and make them more attractive to visitors," as Indigo?s
Charlier describes the practice. These natural matchups include
introducing the aroma of freshly cut grass into the golf section of a
sporting goods store, the smell of sun-baked mud at an SUV dealership,
the bouquet of ripe melon in the fruit and vegetable aisles, a whiff
of suntan lotion in the swimsuit section of a department store and
luxurious woody notes in a plush hotel lobby. And that list is far
from exhaustive."
From The Nose Knows By Fabien DeGlise
http://www.enroutemag.com/e/archives/february03/archives01.html
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Spectacular Advertising [scent marketing cited]
http://www.bcpl.net/~ddavison/ads/ads.html
EX: Pine-Sol Cleaner - scratch & sniff lemon scent
EX: General Foods International Coffees - Irish Cream Cafe peel-off
smell sticker and Kahlua Cafe peel-off smell sticker
EX: Clorox Bleach - scratch and sniff floral scent
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Microencapsulation and Scented Fragrance Inserts By Ronald J. Versic, Ph. D.
DCI/June 1989
http://www.rtdodge.com/fr-insrt.html
"For several years now, pushed along by stepped up sales promotion
efforts by fragrance marketers, scented inserts have been growing in
popularity in leading magazines for women and for department store
bill mailings. These are descendents of 1950s technology known as
Scratch-n-Sniff, now mostly relegated to children's books and some
food aroma advertising."
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"Frank Litjens, GE's market developer for interiors mentioned,
"...later on, you can sell [the mix of car odors] as a marketing tool
by maybe including pleasant smells."
"Pungent pitching already seems to be catching on, as reported by The
NY Times in a 5/17 story. Reporter Amanda Hesser "sniffed [her] way
around the 100th New York International Auto Show recently...The
reminiscent scent of Play-Doh wafted from the Ford Focus' interior.
And, according to Hesser, the GMC Sierra "[s]mells like the
first-class section on an old 747" with a hint of bubble-gum for good
measure."
From http://www.lowbrowlowdown.com/5.24.shtml#ford
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Branding in a digital environment
By S. Ramesh Kumar
"Martin Lindstorm suggests five-dimensional branding as a very
effective way to build a brand. This offers the consumer a
multi-sensory experience that involves audio and visual stimulation, a
sense of feel, smell and taste (as appropriate to the product).
Kellogg's in its research (abroad) also found that a mixture of
multi-sensory experiences influences brand choice and recognition."
From http://www.blonnet.com/catalyst/2002/05/02/stories/2002050200070200.htm
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Brandsense - Building brands with Sensory Experiences
"The British Airways business class lounge at Heathrow is infused with
the smellof freshly cut grass and the tangy scent of the sea. In
another obvious example, Crayola believed thesmell of their crayons
was important enough to their brand to trademark it."
From http://www.brandchannel.com/images/papers/BrandSense.pdf
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I'm still trying to hunt down the vanilla rumor. Hope this additional
information proves to be helpful.
Best regards,
journalist-ga
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"sensory marketing" branding
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