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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?
