Commuters on River Highway (N.C. 150) near Lake Norman in Mooresville may find a new aroma commingling with exhaust fumes: The smell of grilled steak, coming from a billboard designed to entice shoppers by appealing to a sense other than sight.
The Bloom grocery store chain, part of Food Lion, erected the giant sign at 1220 River Highway, between a Shell gas station and a storage facility, to promote its new brand of beef. It'll disperse the scent during rush hour, from 7 to 10 a.m. and from 4 to 7 p.m., every day until June 18, and is visible to drivers heading west, toward Catawba County. It pairs the smell with a big visual, showing a giant piece of steak and a French fry on a giant fork, and is one of the first of its kind in the country.
Bloom worked on the campaign with Charlotte advertising agency Birdsong Gregory and Charlotte-based ScentAir, a leading scent marketing and branding company. ScentAir normally focuses on applying scents to indoor environments, so the outdoor space proved a bigger challenge, the company said.
Though plenty of businesses are using scents to create ambiance and enhance their selling atmosphere, schnoz-targeted ads in public places are fairly rare. The most prominent example crumbled after one day in 2006, amid concern that the smell could provoke allergic reactions and otherwise irritate passers-by. In that case, the California Milk Processing board placed chocolate chip cookie-scented strips in selected San Francisco bus shelters. For its part, Bloom said it hadn't received any complaints and that its steak scent is safe.
Tuesday, June 1, 2010
Scented billboard aims to lead shoppers by the nose
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12 comments:
This is excellent - and I am glad to smell may I see more aggressive branding.
Scent Marketing is an incredible tool - for those interested in more articles - research - links - join the Olfactive Group on Linked in - we post global scent marketing/branding content.
As a side note - the California milk - campaign was not pulled for allergic reactions or concerns - individuals who support homeless were upset because the smell of food - specifically cookies would upset the homeless who sleep in bus shelters.
Hi Jen -- I love your blog! I have a professional interest as a fellow blogger and as an exec at a large ad agency with retail marketing capabilities. I found you, however, when a blogger in our Chicago suburb referenced this post in a rant against the nefarious plan of a local alderman. Anyway -- glad I found you. I'll be back.
Very Clever marketing idea. Actually in this century. Scenting marketing is one aspect in good marketing.
Judah, one of the 12 tribes of Israel, descended from Judah, who was the fourth son born to Jacob and his first wife, Leah. It is disputed whether the name Judah was originally that of the tribe or the territory it occupied and which was transposed from which.
|After the Israelites took possession of the Promised Land, each was assigned a section of land by Joshua, who had replaced Moses as leader after the latter’s death. The tribe of Judah settled in the region south of Jerusalem and in time became the most powerful and most important tribe. Not only did it produce the great kings David and Solomon but also, it was prophesied, the Messiah would come from among its members. Modern Jews, moreover, trace their lineage to the tribes of Judah and Benjamin (absorbed by Judah) or to the tribe, or group, of clans of religious functionaries known as Levites. This situation was brought about by the Assyrian conquest of the Kingdom of Israel in 721 bc, which led to the partial dispersion of the 10 northern tribes and their gradual assimilation by other peoples. (Legends thus refer to them as the Ten Lost Tribes of Israel.)|The southern Kingdom of Judah thrived until 587/586 bc, when it was overrun by the Babylonians, who carried off many of the inhabitants into exile. When the Persians conquered Babylonia in 538 bc, Cyrus the Great allowed the Jews to return to their homeland, where they soon set to work to replace the magnificent Temple of Jerusalem that the Babylonians had destroyed. The history of the Jews from that time forward is predominantly the history of the tribe of Judah.
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