Fragrance brands are making use of scratch-and-sniff
Two recent posters employing scratch-and-sniff technology caught our eye for using an obvious but curiously overlooked innovation.
Axe, the men's grooming brand known as Lynx in the UK, has unveiled its scratch-and-sniff advertisement, inviting users to engage their senses in a very hands-on manner.
Created by LOLA MullenLowe, the campaign highlights Axe’s signature fragrances interactively. At the same time, Sure has launched its take on the technology, developed by Ogilvy, proving that scent-led campaigns are making a comeback.
Axing the senses
Aiming to create a ‘multisensory experience’, Axe's latest campaign uses scratch-and-sniff technology, allowing consumers to sample fragrances directly from the advertisement. This interactive approach builds on the attention captured by the poster to offer an immediate, tangible connection to the product.
Sure’s campaign follows a similar path but leans into its message around freshness and long-lasting protection. By placing the scent test in an everyday context, Sure's execution highlights functionality over allure, setting it apart from Axe’s more playful, attraction-driven approach.
The effectiveness of scent marketing
Utilising scratch-and-sniff technology aligns pretty neatly with Axe's brand identity, which centres around distinctive scents. The strategy taps into the power of scent marketing, which has been shown to influence purchasing decisions and enhance brand recall.
Scratch-and-sniff technology has a storied history in advertising. Perfume and cologne brands have long employed scented inserts in magazines, allowing readers to sample fragrances without visiting a store.
This method has proven effective, but it's rarely seen in OOH. With both Axe and Sure embracing it in outdoor media, could we see more brands follow suit?
If you enjoyed this article, you can subscribe for free to our weekly email alert and receive a regular curation of the best creative campaigns by creatives themselves.
Published on: