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Marketers Smell Opportunity With New Scent Technologies

Ad Age, Tuesday, October 31, 2006 12:45 PM

Inserts for Diet Pepsi Jazz in People recently carried the aroma of the black-cherry vanilla soda. Mars has used scent technology to spread the aroma of chocolate around its M&M's. A scent-delivery system called Smellavision, meanwhile, is being installed in 8,000 Kroger stores and other top retailers, including Wal-Mart.

"Our olfactory sense is the most primal of all the senses and is extremely powerful--much more invasive than reading or hearing something," says Jack Sullivan, senior vice president and out-of-home media director for Starcom.

It still isn't cost-effective to use scent technology for low-cost products, such as bread or jam, where the sales lift would have to be incredibly high to ensure successful profit margins.

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