Target: Women 25-54
For the fourth year, Kraft is sponsoring a special holiday issue of People which is being sent to 1mm of People’s 2.3mm subscriber audience (the mid-life women).Â The issue will feature ads for Philadelphia Cream Cheese, Chips Ahoy, Jell-O and cinnamon coffee which are embedded with ‘rub and sniff’ technology (the successor to ‘scratch ‘n sniff’) allowing consumers to smell the aroma of fresh cheesecake or coffee.Â The new technology apparently prevents the premature release of the scent during the delivery process.Â For more see Brian Steinberg’s article in the Wall Street Journal here.
In his well-regarded book Brand Sense, Martin Lindstrom reminds us that most marketing activates only two of the five senses – sight and hearing.Â Smart marketers with tangible products can use touch, taste and smell to add to the brand experience.Â Mercedes, for instance, has patented its ‘new car smell’ which is added to each new Mercedes after production.Â Scientists also know that smell is the sense most closely linked to memory, so it makes sense that brands ought to use smell as a marketing tool.Â This is woefully difficult with packaged goods products whose scents must often remain hidden through the purchase experience only to emerge in the home.
Kraft has overcome this problem by turning back to a modern update of an old tactic – the scent-impregnated print ad.Â In this modern incarnation, the scent is imbued on a portion of the page which can be rubbed to bring it forth.Â Â The scent is also apparently more lifelike and less irritating than older versions – although we have not yet seen this execution in person.
We applaud Kraft for its forward-thinking approach to marketing.Â Rub and sniff may be no more than a novelty at the moment, but it has the potential to enrich the advertising experience.Â This advertising blog appreciates marketers who find innovative ideas in the past as well as in the future.
It all comes down to execution, and technologies like ‘rub ‘n sniff’ are tricky.Â If the odors of the food fail to remind us of home-baked alternatives, the energy spent behind this campaign will have been entirely waisted.
Branding Bottom Line:
Kraft has us nostalgic for hula-hoops and 8 track tapes.