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Goodby Uses An Old Realtor’s Trick

November 14, 2006 By Leave a Comment

According to Lewis Lazare, Goodby is filling the air with the smell of fresh-baked cookies in order to drive milk sales.

Scented strips have been a staple in magazine advertising for a while. But always eager to expand the boundaries of what can entice consumers to pay attention to the ad messages, the ad industry has found a new way to come at us — scented bus shelters. Yes, you read that correctly. Bus shelters with aroma.
This unexpected twist in “outdoor” advertising is being launched and initially tested beginning Dec. 4 in San Francisco, where a number of bus shelters will be outfitted with special adhesive strips with the aroma of chocolate chip cookies. And what goes better with chocolate chip cookies than a big glass of cold milk?
Bus riders in San Francisco will find a large “Got Milk?” logo attached to each shelter, so the connection between the cookie aroma and the famous milk ad campaign developed by Goodby Silverstein & Partners in San Francisco will be clear.

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About David Burn

I wrote my first ad for a local political candidate when I was 17. She went on to win her race, and I felt the power of persuasive copy for the first time. Starting in Portland in 1995, I worked my way across the country as a copywriter and eventually became a content director making media products for big packaged goods brands. I returned to Oregon in 2008, and now I focus on building brands for companies that matter, including this one.