Fragrant thoughts

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Scents and the City

What would you say is the best way to promote a city and the numerous activities and experiences that can be enjoyed during a visit there?

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Sweet smelling success at NYE London fireworks

London saw in 2014 with a multi-sensory bang and The Aroma Company were proud to play its part!

In this world first, thousands of people at once, had all five senses catered for by a host of special effects.

To accompany the hugely popular and stunning annual fireworks display 100,000 people, in key areas along the Thames, received multi-sensory packs.

Featured inside were the Aroma Company produced scratch ‘n’ sniff programmes.

Fruity firework scented leaflet

Scratch n sniff Firework Programme, London New Years Eve 2014

Caressing the “Touch to Smell” aroma panels, while the corresponding coloured display exploded, allowed people to smell the fireworks as well as see them!

The Aroma Company’s Touch to Smell is a modern day scratch and sniff, used to create scent solutions in print.

The multi-sensory packs also contained LED wristbands (that pulsated in time to the music) and seven kinds of fruit-flavoured sweets that again, related to the multi-sensory display.

In another area along the Thames, another 50,000 revellers could see, smell and taste clouds of apple, cherry and strawberry scented mist, experienced peach snow, could pop enormous floating bubbles filled with orange smoke and also enjoy edible banana confetti (another world first).

Revellers enjoying peach flavoured snow

Revellers enjoying peach flavoured snow

For those not able to make it into London a free app allowed people at home, an augmented reality experience synchronised with the firework display.

Val Lord said: “It’s always exciting to be involved in projects where the senses are of paramount importance to an event’s experience. Incorporating the sense of smell is extremely powerful in building engagement and creating lasting memories with attendees. Scent marketing continues to be an industry which we have been at the forefront of for over 20 years”.

The multi-sensory fireworks display was proudly presented by The Mayor of London in partnership with Vodafone and “Vodafone Firsts” – a new global brand engagement strategy. “Firsts” focuses on a simple concept: that Vodafone’s technology and connectivity can enable and inspire people to do something amazing for the first time, from making their first call to sharing their first video.

Boris Johnson, The Mayor of London, said: “A spectacular display of pyrotechnics that you can taste and even smell! Where else but London would you get such an experience? Whether you are getting a sensory overload along the river, or having your new year reality augmented at home, our partnership with Vodafone is creating a fantastic first for London, one that will help kick off 2014 in magnificent style.”

Martin Green, Head of Brand Engagement at Vodafone and the former Head of Ceremonies for London 2012, said: “We are delighted to work with the Mayor of London to bring a fantastic experience to Londoners for the first time and to use Vodafone’s technology to bring the excitement of the world’s best fireworks display in to people’s living rooms.”

Among those who have been involved in the months of planning for the display and the multi-sensory packs, were food art company Bompas and Parr (famous for its spectacular dining events and elaborate jellies), and Vodafone’s global “firsts” brand strategy agencies, Wasserman, AKQA, Rainey Kelly Campbell Roalfe/Y&R, and Ogilvy London.

Think we could assist you and your brand promotion or event? Call on +44(0)1491 835510 or email us info@aromaco.co.uk

The scented print ad that is Head and Shoulders above the rest

Anyone browsing through the January 2014 edition of Glamour magazine will come across a blue advertising insert.

So “what’s been surprising Glamour readers” and hiding behind the glossy gatefold?

What's hiding behind the glossy gatefold?

What’s hiding behind the glossy gatefold?

Head & Shoulders of course!

And what’s so special about this advert? It’s not just the anti-dandruff properties that are being highlighted, but the glorious aroma – a key product attribute that provides washed hair with an unexpected and “surprisingly good” aroma of Fresh Apples.

Opening the gatefold advert to reveal the advertiser to be Head & Shoulders.

Opening the gatefold advert to reveal the advertiser to be Head & Shoulders.

Head & Shoulders have used The Aroma Company’s Touch to Smell technology, to create an engaging advert allowing readers to sample the lovely Apple Fresh aroma. Available as a shampoo and conditioner, the fresh burst of green apple scent leaves hair irresistibly fragranced and up to 100% dandruff free (visible flakes from 2 feet with regular use).

Why choose to advertise in Glamour?

Head & shoulders conducted a product trial through Glamour’s Insiders (an exclusive online community for readers of Glamour magazine and users of glamourmagazine.co.uk , run by Glamour and its publishing company Condé Nast Publications Ltd).

91% of Glamour readers said Apple Fresh made their hair smell amazing (survey of 1,196 Glamour readers Sept 2013). Beauty bloggers have also been raving about the product’s aroma “I loved the smell of this shampoo, clean and fresh…. The apple was a refreshing change to all the mint shampoos out there.”

The reason Head & Shoulders can make hair smell so great? New “Scent Burst Technology”, a creation with higher levels of top notes that literally burst to life when they come in to contact with water.

The Aroma Company’s Touch to Smell is a modern day scratch and sniff, used to create scent solutions in print. The advert, designed by Saatch & Saatchi, needs to be touched to release the Apple Fresh fragrance. It gives the reader a perfect rendition of how their hair would smell after using the Head & Shoulders product.

Touch her hair for a scent burst experience.

Touch her hair for a scent burst experience.

The Aroma Company printed and finished the advert, before it was bound into the Glamour magazine. The Touch to Smell printing application allows the extension of the Head & Shoulders scent technology from the product, into advertising – enticing more people to try the surprisingly good smell of this hair care product.

Val Lord from The Aroma Company said “This project has been really interesting from start to finish. Ensuring that the aroma of brand is perfectly represented, to working with Saatchi & Saatchi to establish a final gatefold design that presented all the desired key brand messages. We’re really happy with the final result”.

The Aroma Company offer a full fragrance printing service. Have a printed item in mind; not just magazine advertising? Give us a call on +44 (0)1491 835510. We’d love to chat through your ideas.

Want to know more about the benefits of scented magazine advertising? Read our blog post:

Aromas printed in magazines: you know it makes ‘sense’!

McCain’s: It’s all good…..smells down the freezer aisle!

The McCain Foods Happy Days campaign began at the beginning of September 2013.

McCain Happy Days

McCain Ready Baked Jackets: Still from the Happy Days TV Campaign

As part of the campaign The Aroma Company were challenged, by McCain’s promotional agency Blue Chip Marketing, to present the aroma of McCain’s ready baked frozen jacket potatoes within supermarket frozen food aisles in an engaging and interesting way.

In a first for Poparoma and frozen foods, The Aroma Company’s branded barkers were affixed to the glass refrigerator doors. Consumers push the Poparoma button to release a waft of the jacket potato aroma.

McCain Poparoma

Jacket potato aroma in the freezer aisle; Pushing Poparoma releases the aroma.

Installed in 300 Tesco branches and over 400 Asda, the Poparoma barkers enabled consumers to engage with a frozen food product in a new, interactive and innovative way.

The sense of smell is intimately linked to taste. Remember the last time you had a blocked nose and your food tasted bland and uninteresting? According to Dr Alan Hirsch of the Taste Treatment and Research Foundation in Chicago, 90% of what is perceived as taste is actually smell. By incorporating aroma into the instore promotion, McCain’s have a fabulous solution to disrupt shopping behaviour and encourage purchase of their ready baked jackets.

Mark Hodge, McCain Foods head of brand, said: “McCain will be unmissable over the next 12 months. It’s a big year for the brand and we have big plans to grow the brand and the category by changing the way we talk to the consumer”.

The scented units are a “first for the frozen aisle” and will create “added excitement around frozen food, drive footfall and encourage more consumers”.

“As a result, we’re expecting to significantly grow the brand and the frozen potato category. We have never placed so much support behind our brand and we wouldn’t be doing that if we weren’t confident that we were going to be able to have a major impact.”

Myrtle Doyle, Group Account Director at Blue Chip Marketing, continues: “We are really excited about this activity for McCain. Here at Blue Chip, we always try to push the boundaries of accepted shopper marketing practice and it’s great to see ideas like this come to life”.

Val Lord, Managing Director of The Aroma Company said; “Poparoma is the perfect solution for a freezer aisle promotion. Interactive and compact, Poparoma allows the product’s aroma to be sampled in a convenient way for both the consumer and the supermarket. We have enjoyed meeting Blue Chip’s challenge and would encourage more frozen food products to follow McCain’s example, and engage consumers through the sense of smell”.

Want to read more?   McCain’s,      Marketing Magazine,      The Grocer Magazine

Interested in learning more about how Poparoma can be used to create interest instore for your brands? Give us a call on +44 (0)1491 835510