I freakin’ love this, um, campaign:
Lithuania is pioneering a new type of national symbol to convey the character of the ex-Soviet Baltic state – perfume. Lithuania’s foreign ministry has already sent bottles of the new fragrance to all ambassadors accredited to Vilnius. It said the scent is a good example of how to communicate Lithuania to the public in an innovative way.
The perfume “Lithuania” is a blend of sandalwood, cedar and musk with the designer saying the smell of wood fires has been added, reminiscent of pagan rituals. Lithuanian soldiers in Afghanistan have also received the perfume.
The scent will be rolled out to Lithuanian embassies, hotels and airports and scented candles will go on sale next month.
How experiential! Not only can you bring a pagan scent into a Muslim country, you can sell it too! Seriously, that is some next-level thinking. I’m torn between teasing the idea and wholeheartedly praising it.