There’s nothing like the smell of freshly-baked chocolate chip cookies. You know – that heavy scent of melted chocolate blended with fresh butter, eggs and sugar. Pure bliss.
So it shouldn’t come as a surprise that smell has a greater impact on purchase than everything else combined. It’s true. Aroma is a more powerful marketing tool than the catchiest commercial or coolest logo.
The goal of associating a scent with a brand is a powerful one. Sony pumps a vanilla/mandarin scent into the air of its Sony Style stores to entice shoppers to linger longer. The Hard Rock Hotel in Orlando, FL releases a waffle-cone scent to attract customers to its ice cream parlor, where sales jumped after the chain began using fragrance marketing. And Clear Channel Outdoor has enabled hundreds of its billboards to pump out a cherry fragrance that accompanies a shampoo advertisement.
Now, if we could just make broccoli smell like creme brulee...
There’s a challenge for my food chemist friends.