In March, the perfume industry celebrates National Fragrance Week, an initiative begun in 2016 by The Fragrance Foundation.
So, we don’t claim to be whisky experts but to celebrate World Whisky Day we have put together this little overview of how adding an aromatic element to a whisky’s brand marketing plan, can lift communication to a new level.
The sense of smell is so important in the whole whisky tasting experience. Your nose will discern more subtleties than your palate can.
This year Father’s Day, in the UK, is on Sunday June 21st.
For many of you when thinking about your dad, in your list of memories or thoughts there is probably an associated aroma; a cologne, aftershave or moisturiser, soap or body wash, a food or drink item etc.
As part of Scalarama 2014, John Waters’ POLYESTER returns to the big screen, now in ODORAMA once more. Audience members at screenings across the world will receive our special touch to smell cards (scratch ‘n’ sniff) to smell along with the film, which stars Divine as a suburban Baltimore housewife plagued by her philandering husband, perverted offspring and worst of all – bad odours!
Wow, quite a headline if you are a media buyer or a brand planner! Makes you think doesn’t it?
In truth we’re not comparing like with like here but in the context of choosing the right marketing mix, why don’t more brands – especially personal care, homecare and food & beverage – spend far more of their budget on fragrance activation in store? It’s a damn good question.