Seth Godin points us to Play-Doh's plan to launch "eau de PLAY-DOH", a fragrance that smells like, you guessed it, Play-Doh, as part of its 50 year celebrations. Here's the press release. It says that the "1-ounce, spray bottle fragrance is meant for 'highly-creative people, who seek a whimsical scent reminiscent of their childhood.'"
Scent marketing, or smellvertising may seem ridiculous. But scent does play it's part in marketing, just as taste does. Scent can work because scent is memorable, and is part of the overall brand experience. Which is a positive thing for Play-Doh, as it is for suntan lotion and fresh coffee. It can also be a negative thing. Take Lush cosmetics or Subway food as examples.
How are you using scent in your overall brand experience?
Filed under: Marketing |