A Whiff Of Childlike Creativity

News of another iconic brand deploying scent is wafting on the wires. This time it’s about nostalgia.

For the first time, Hasbro, Inc. has bottled that fresh, just-out-of-the-can, “eau de PLAY-DOH” aroma into a limited-edition fragrance as part of a year-long celebration of the beloved modeling compound’s 50th birthday. The 1-ounce, spray bottle fragrance is meant for ‘highly-creative people, who seek a whimsical scent reminiscent of their childhood.’
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“One of PLAY-DOH compound’s most notable characteristics is its scent,” said Leigh Anne Cappello, vice president of marketing for the PLAY-DOH brand. “When you open a can of PLAY-DOH compound, you are instantly transported back to childhood. What better way to celebrate the 50th birthday than by bottling the scent for adults everywhere to enjoy as a reminder of their youth.”

[via Adfreak]

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.