The California Milk Board unveiled the latest version of its "got milk?" campaign in San Francisco yesterday. The campaign simultaneously brings to mind ultramodern visions of marketing through smellavision and old-time nostalgia. After all what's, more old-fashioned than a chocolate-chip cookie with a tall, cool glass of milk? But adding scent strips to bus shelters to release the aroma of fresh-basked chocolate-chip cookies is pretty out there. That's right, chocolate-chip cookie scented bus shelters. The Milk Board set up five sweetly scented shelters in San Francisco in the hope that passersby would find themselves hankering for some moo juice. Harold Vogt of the Scent Marketing Institute feels that the scented shelters will leave people craving sweets, but not necessarily milk. This is because scent marketing operates by evoking sense memories. "Milk doesn't have a smell unless it's bad," Vogt told Forbes. Full disclosure: Vogt and his kids don't like milk and cookies. Do folks out there like milk and cookies? And for that matter, has anyone in San Francisco had a whiff of these bus shelters yet?
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Reader Comments (Page 1 of 1)
12-05-2006 @ 3:56PM
Nicole Weston said...
I don't know that it would make me crave milk, but it would probably make me slighly more likely to consider taking the bus!
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12-05-2006 @ 8:59PM
MJ said...
No way...What about fresh laundry smell or something like that I think this would be too strong for most people, and I have found candles that smelled like chocolate was a turn off!!
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12-06-2006 @ 1:29AM
Rick Carlton said...
They're already gone... the City pulled 'em this afternoon in response to health concerns.
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12-06-2006 @ 4:31PM
calamari said...
Yup -- activists for people who react badly to scents rallied and got the ads pulled.
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