Goodby Uses An Old Realtor’s Trick

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.

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.