Kraft Appeals To Consumer Scents

As an example of how marketers are using scent in advertising, Kraft Foods Inc. ran five rub-and-sniff ads for some of its products, including Chips Ahoy and Philadelphia Cream Cheese, in a special edition of Time Warner's People magazine, reports the Wall Street Journal. For example, a full-page ad for Philadelphia Cream Cheese shows a picture of strawberry cheesecake that when rubbed permeates the aroma of the dessert. Kraft is just one of a number of major packaged goods marketers that see the addition of scent as a way of making their ads stand out from the crowd. PepsiCo recently added the aroma of black-cherry vanilla soda to its magazine inserts for Diet Pepsi Jazz. In addition, Mars Inc. used scent technology to spread the aroma of chocolate in its M&M's World retail outlets and put Pedigree dog-food-scented stickers in front of supermarkets and pet stores, reported Adage.com. CG