Liberty Mutual Debuts 'New Car Smell' Print Ads

Liberty Mutual and agency Goodby Silverstein & Partners are attempting to trigger subconscious memories to link the new car smell with purchasing auto insurance through a scented print ad. 

"We used a print ad that would give people a Pavlovian response to catch car buyers at the moment that matters most," says an agency representative, explaining this "large media spend."

The New Car Smell creative ran in the Chicago Sun-Times on April 28 which was selected due to its large subscriber base.

1 comment about "Liberty Mutual Debuts 'New Car Smell' Print Ads".
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  1. Sean Parnell from Innovaxis, Inc., October 10, 2019 at 4:20 p.m.

    The new car small is an example of multisensory printing and was developed by H&H Graphics (, working with Colorbar and Goodby Silverstein & Partners.

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