1 Apr 2009

The smell of summer

It seems very apt that we've come across this little gem on what might be Scotland's first (and probably last) day of summer.

It really does beg the question: why is 80% of all brand communication audio or visual?

Exit polls showed a 515% higher rate of recall versus the same ad shown without the scent. Pretty impressive results, especially with ad recall at an all-time low.

Sensory branding has been around for a while, but it's never really taken off in a big way. We only have two eyes and two ears, but we have ten fingers and toes and over 2,000 tastebuds - maybe it's time we started acting like it?

PS Thanks to psfk.com's Media Arts Mondays for the tip off.