Something’s In The Air

Thanks to podcasts and streaming radio, we’re starting to learn what brands sound like. Now, thanks to ScentAir, we will begin to learn what brands smell like.
According to Influx Insights, ScentAir has concocted over 1500 smells, has over 1,000 clients and has doubled its staff in the past year. Retail stores, hotels, and casinos are tapping into the idea that your consumer experience is based on all five senses.

Here are some interesting cases of brands using ScentAir.
Coors Brewing Company wanted to create a frigid Mountain-like atmosphere in Orlando, in the middle of summer at their annual distributor’s meeting. ScentAir created a freezing breeze filled with a customized aroma called Ice Show (a mixture of vanilla and peppermint).
Hard Rock Hotel in Orlando has a nationally acclaimed Emock and Bolio ice cream shop. However, it is in the basement of the hotel, so all too often visitors miss the opportunity. Hard Rock wanted to find a way to lure people to the basement. ScentAir installed a ScentBlitz (smell-gun) loaded with sugar-cookie aromas at the top of the stairs. Now people just have to follow their nose.
Bloomingdales uses different scents for each department; they have a fresh baby powder smell in the infant department, coconut with the swimsuits, and lilac for the intimate apparel.



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 head of brand strategy and creative at Bonehook in Portland, Oregon.