Ads that appeal to the senses

by Nicole Weston, Posted May 15th 2006 @ 12:02PM

A few months ago, I mentioned that some food producers were testing out a new advertising strategy where they add smells to their packaging , trying to lure customers in with scents that promised how tasty their products would be. Grocery stores also appear to be applying this technique. The flyer pictured here, for example, is one I recently received in the mail from my local supermarket that tried to lure me with its sensory (scent-sory?) appeal.

To experience the smell, the oven door had to be "opened," but I was cautious in my approach because the warning label read "Do not open if you are highly sensitive to fragrances." How strong could this smell be? Keeping the flyer at a distance, just to be safe, I peeled back the label. It actually smelled pretty good and, much to my surprise, not entirely unlike the blueberry muffins it was trying to represent.

One small sample wasn't overwhelming, but I certainly can't imagine a whole store filled with them. Like the perfume samples that infest so many magazines, I can imagine advertisers increasing the strength of their scents until they're overwhelming. Walking through the bakery section and smelling fresh breads is one thing, but once the cereal aisle starts to smell I think the idea will lose a lot of its appeal.

Filed Under: Trends, Stores & Shopping
Tags: ads, advertisments, america, grocery, odor, packaging, ralphs, scent, scented, store, stores-and-shopping, supermarket, trend, trends