Those who go to see family movies in theaters of the United States these days, are going to find an immersive advertising experience. A food company, Pillsbury, is trying to sell its refrigerated dough by enhancing the feeling of home. They want to sell more during the Christmas season and, therefore, when their ad appears on the screens, they also give a touch of smell.The movie theater is filled with the smell of cinnamon rolls, a familiar sweet that – of course – can be made with the refrigerated dough they sell. Meanwhile, on the screen a family bakes their happy Christmas rolls.The smell synchronized with the advertisement on the screen reinforces their values and the perception of what they are trying to say and convey. It is not exactly something never done: a few years ago, already several companies in Germany and the United Kingdom and also in the United States experimented with using scents to reinforce advertising in cinemas. Cinescent, a German company, smelled like sunscreen while viewing an advertisement for Nivea. It sought to strengthen the union of Nivea cream and summer: Nivea’s sun cream was the smell of summer.The format worked out quite well for them. The campaign numbers showed an improvement in the results.
If the memory of the ad was compared between those viewers who had seen and smelled it against Jordan WhatsApp Number List those who had only seen it, the difference was 515% more. The smell made her remember that much better. It is not the only example. Nescafé created an immersive Australian experience of the process of creating a cup of coffee – while smelling freshly brewed coffee.In addition, as one expert pointed out at the time, for those companies with products that already had clear associated odors, the process was very simple and did not involve a high cost. “It is more cost effective,” he explained, “when you work with products based on essences that already have olfactory oils on hand.” Bread, coffee or chocolate already have very characteristic smells, which their manufacturers could take advantage of.
The power of smells The power of smells is very high, as has been demonstrated by the boom in olfactory marketing in recent years and sensory marketing in general. The perception of odors is usually done at a much less conscious level and is often quickly associated with past memories, experiences and actions.Likewise, it usually works as an element that encourages consumption. For example, supermarkets often use the smell of bread because it ‘makes us hungry’ and it also makes us buy related products, such as sausages to make a sandwich.Smells also make us quickly identify brands or push us to a consumption pattern. This is what makes stores have started to use fragrances on a recurring basis and with this they try to mark their identity.
The already so common use of these signature odors has already made in the US that, when the space to be occupied in a shopping center is negotiated, a limit is also placed on how far the odors will go.Cinema and smell Companies in the film industry have been trying to incorporate smells into movies from very early on. In 1906 an attempt was made to experiment with it to expand the meaning of the content and in the 1930s some films in the United States were screened by emitting perfumes at the same time at crucial moments in history.It was not easy and it was not easy, so the idea was abandoned, although he tried to make something of it again on several occasions throughout the 20th century. At that time, smells were seen as a way to enhance narration, as one more element of cinematographic storytelling.
Now, they are seen as a potential tool for brands and companies and for their advertising content.Sensory marketing is also an asset for movie theaters in general. A study by researchers from the University of Lisbon pointed out a few years ago that using scents in the cinema also had an effect in the theater itself. In his case, the aromas had nothing to do with the advertisements, but were used during the viewing of the film to analyze what the experience of going to the cinema was like. Their findings pointed out that using scents had a positive impact on the experience and also increased the likelihood of returning to the cinema and the income per person.