Valentine’s Day, like many other celebrations, is a time in which people show their appreciation of each other. Given its romantic tilt, it is a time of heightened emotion and sentimentality. The scents around us during this particular period enhance these feelings and commit them to memory,
Festival season is upon us! With the height of the summer outdoor events season coming up, it’s not too late to speak to us about including aroma in your plans.
So, we don’t claim to be whisky experts but to celebrate World Whisky Day we have put together this little overview of how adding an aromatic element to a whisky’s brand marketing plan, can lift communication to a new level.
The sense of smell is so important in the whole whisky tasting experience. Your nose will discern more subtleties than your palate can.
York tourist board brought us in to create a Viking ‘fragrance’ for men who want to stink like a ninth century Norse warrior…
What would you say is the best way to promote a city and the numerous activities and experiences that can be enjoyed during a visit there?
Anyone browsing through the January 2014 edition of Glamour magazine will come across a blue advertising insert.
So “what’s been surprising Glamour readers” and hiding behind the glossy gatefold?
What’s hiding behind the glossy gatefold?
Head & Shoulders of course!
And what’s so special about this advert? It’s not just the anti-dandruff properties that are being highlighted, but the glorious aroma – a key product attribute that provides washed hair with an unexpected and “surprisingly good” aroma of Fresh Apples.
Opening the gatefold advert to reveal the advertiser to be Head & Shoulders.
Head & Shoulders have used The Aroma Company’s Touch to Smell technology, to create an engaging advert allowing readers to sample the lovely Apple Fresh aroma. Available as a shampoo and conditioner, the fresh burst of green apple scent leaves hair irresistibly fragranced and up to 100% dandruff free (visible flakes from 2 feet with regular use).
Why choose to advertise in Glamour?
Head & shoulders conducted a product trial through Glamour’s Insiders (an exclusive online community for readers of Glamour magazine and users of glamourmagazine.co.uk , run by Glamour and its publishing company Condé Nast Publications Ltd).
91% of Glamour readers said Apple Fresh made their hair smell amazing (survey of 1,196 Glamour readers Sept 2013). Beauty bloggers have also been raving about the product’s aroma “I loved the smell of this shampoo, clean and fresh…. The apple was a refreshing change to all the mint shampoos out there.”
The reason Head & Shoulders can make hair smell so great? New “Scent Burst Technology”, a creation with higher levels of top notes that literally burst to life when they come in to contact with water.
The Aroma Company’s Touch to Smell is a modern day scratch and sniff, used to create scent solutions in print. The advert, designed by Saatch & Saatchi, needs to be touched to release the Apple Fresh fragrance. It gives the reader a perfect rendition of how their hair would smell after using the Head & Shoulders product.
Touch her hair for a scent burst experience.
The Aroma Company printed and finished the advert, before it was bound into the Glamour magazine. The Touch to Smell printing application allows the extension of the Head & Shoulders scent technology from the product, into advertising – enticing more people to try the surprisingly good smell of this hair care product.
Val Lord from The Aroma Company said “This project has been really interesting from start to finish. Ensuring that the aroma of brand is perfectly represented, to working with Saatchi & Saatchi to establish a final gatefold design that presented all the desired key brand messages. We’re really happy with the final result”.
The Aroma Company offer a full fragrance printing service. Have a printed item in mind; not just magazine advertising? Give us a call on +44 (0)1491 835510. We’d love to chat through your ideas.
Want to know more about the benefits of scented magazine advertising? Read our blog post:
The McCain Foods Happy Days campaign began at the beginning of September 2013.
McCain Ready Baked Jackets: Still from the Happy Days TV Campaign
As part of the campaign The Aroma Company were challenged, by McCain’s promotional agency Blue Chip Marketing, to present the aroma of McCain’s ready baked frozen jacket potatoes within supermarket frozen food aisles in an engaging and interesting way.
In a first for Poparoma and frozen foods, The Aroma Company’s branded barkers were affixed to the glass refrigerator doors. Consumers push the Poparoma button to release a waft of the jacket potato aroma.
Jacket potato aroma in the freezer aisle; Pushing Poparoma releases the aroma.
Installed in 300 Tesco branches and over 400 Asda, the Poparoma barkers enabled consumers to engage with a frozen food product in a new, interactive and innovative way.
The sense of smell is intimately linked to taste. Remember the last time you had a blocked nose and your food tasted bland and uninteresting? According to Dr Alan Hirsch of the Taste Treatment and Research Foundation in Chicago, 90% of what is perceived as taste is actually smell. By incorporating aroma into the instore promotion, McCain’s have a fabulous solution to disrupt shopping behaviour and encourage purchase of their ready baked jackets.
Mark Hodge, McCain Foods head of brand, said: “McCain will be unmissable over the next 12 months. It’s a big year for the brand and we have big plans to grow the brand and the category by changing the way we talk to the consumer”.
The scented units are a “first for the frozen aisle” and will create “added excitement around frozen food, drive footfall and encourage more consumers”.
“As a result, we’re expecting to significantly grow the brand and the frozen potato category. We have never placed so much support behind our brand and we wouldn’t be doing that if we weren’t confident that we were going to be able to have a major impact.”
Myrtle Doyle, Group Account Director at Blue Chip Marketing, continues: “We are really excited about this activity for McCain. Here at Blue Chip, we always try to push the boundaries of accepted shopper marketing practice and it’s great to see ideas like this come to life”.
Val Lord, Managing Director of The Aroma Company said; “Poparoma is the perfect solution for a freezer aisle promotion. Interactive and compact, Poparoma allows the product’s aroma to be sampled in a convenient way for both the consumer and the supermarket. We have enjoyed meeting Blue Chip’s challenge and would encourage more frozen food products to follow McCain’s example, and engage consumers through the sense of smell”.
Want to read more? McCain’s, Marketing Magazine, The Grocer Magazine
Interested in learning more about how Poparoma can be used to create interest instore for your brands? Give us a call on +44 (0)1491 835510
Leading tour operator Kuoni, through their strategic partners DigitasLBi, is launching an on and offline content marketing initiative called Scents of Adventure.
While photos, videos and sounds all evoke memories of fabulous holidays, smell a distinctive aroma from that trip and you are immediately transported to that faraway place, due to the emotional connection that smell creates within our brains.
For the centrepiece of the Scents of Adventure initiative, Kuoni have commissioned a large antique-style map from illustrator Emma Ahlqvest.
Kuoni Scents of Adventure map
This unique map incorporates the scent of 10 worldwide Kuoni destinations, through the use of The Aroma Company’s interactive sampling technology – Poparoma. When pushed, Poparoma releases a different puff of scent that represents each destination. Each aroma has been developed by The Aroma Company in partnership with DigitasLBi . Destinations being brought to life include the USA, Australia and Brazil.
Appearing at the Kuoni store at Bluewater shopping centre in Kent on Friday 25th October (L109B Lower Guild Hall, Bluewater, DA9 9SN), visitors to the Kuoni store will be invited to guess what each of the destination fragrances are, for the chance to win a holiday for two in the Maldives.
Kuoni Scents of Adventure map featuring Poparoma
Hayley Potts Manager of Kuoni Bluewater said: “We are delighted to bring this unique piece of art to the shoppers of Bluewater. From my personal travels, nothing ignites travel stories like scents such as the spices of a Moroccan market or seaweed at the beach; my mind travels back to that moment before I’ve even realised it.”
Brian Woodhouse, Kuoni Retail and Trade Marketing Manager added: “The scents and smells experienced in different countries are an integral part of the overall sensory experience of a holiday; and possibly one that we take for granted. We hope the Scents of Adventure map will entice customers to find out more about the destinations that inspired it.”
As well as the interactive map, Kuoni and DigitasLBi are inviting selected travel bloggers to write about what they think is the scent of the Maldives, to boost social signals and increase destination authority for Kuoni. The blogger who writes the best post will win a seven-night full-board holiday in the Maldives.
Mark Fleming, Digital Marketing Manager at Kuoni said: “Scents of Adventure brings to life the amazing sensory experience of some of our most popular destinations. We hope the initiative wows our customers and provides inspiration for travel bloggers, a key group of digital influencers for us.”
Val Lord, Managing Director of The Aroma Company added: “Poparoma is the Aroma Company’s patented interactive scent sampling device that delivers a puff of aroma, each time the button is pressed. Poparoma’s flexible design means it can be used in different styles of display from experiential activity, to point of sale sampling. We’ve really enjoyed the challenge this initiative provided us, and wish all the entrants to the competition the best of luck”.
Think we could assist you and your brand? Call on +44(0)1491 835510 or email us info@aromaco.co.uk
If you were given the challenge to increase the consumption of sliced bread, would you have thought of this?
To remind women what they’re missing when they skip breakfast or avoid sliced bread, the Federation of Bakers decided to leverage the hugely appetising and tempting aroma of freshly made toast. Who could resist? Not me!
Presented with this challenge (by the Federation’s agency, Red Consultancy) the Aroma Company produced an evocative Toast fragrance with bitter sweet malty base notes, dusty middle notes and top notes of yeast and a hint of caramel, all encased in beautifully labelled atomisers, as an eau de toilette.
Created by The Aroma Co: Eau de Toast.The story doesn’t end there – presenting the perfume to models and attendees at London Fashion Week allowed the subject of breakfast and the benefits of sliced bread consumption to be discussed in a fun and healthy way, without lecturing.
Eau de Toast at London Fashion Week. Encouraging sliced bread consumption in a fun and healthy way.Want to read more?
