Here’s an article from the San Francisco Examiner that talks about a campaign for the California Milk Processor Board which will feature OOH bus shelters that emit a scent of fresh-baked cookies. Yes, that’s right. A bus shelter will release the smell of homemade chocolate chip goodness (or maybe oatmeal raisin, who knows) to, presumably, get a Pavlovian reaction from a consumer to crave milk to go with the cookie.

When the aromatic strips are installed in five shelters in the Union Square, Financial District and Nob Hill neighborhoods starting Monday for a monthlong trial, it will be the first such campaign in the United States…..

The just-out-of-the-oven cookie bouquet will be embedded in scent-infused adhesive strips. They will be affixed throughout the interior of the shelters, including underneath the seats. Arcade Marketing of New York created the technology, called MagniScent. The “Got Milk?” campaign was developed by the San Francisco advertising firm Goodby, Silverstein & Partners. This is taking it to the next level.

I wonder if this is a good idea. Is this experiential? Surely, the campaign plays upon the senses…mainly, olfactory. But is it sensible? The paper asked a consumer on the street to comment:

But Veronica Navarro, a street-smart 16-year-old high school student waiting in a bus shelter at Fifth and Mission streets Wednesday, wasn’t so sure the goal would be realized.

“It’s going to smell like cookies and bums,” she predicted.

LOL! Mmmmm. That smells good!

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