The Power of Smell Kills a Brand

In a post reviewing a couple hours of MTV programming, Ryan Perry was particularly affected by a commercial for Febreze.

I just saw a commercial for Febreze. This is easily one of the handiest items available to a bachelor, especially one like me who has a dog. But when I walk into a room that smells like Febreze, I can't help but wonder what's being covered up. All I can think about is whether or not I'm sitting in a puddle of piss, or if maybe the carpet I'm walking on is tainted by some cannibal's thrown up grown up. I remember the summers in my friend Jowed's garage where we'd wake up hungover every morning, "clean" for ten minutes, spray down all the sexed-out couches, and then invite people over for another night of fun. So when I go to the store, I buy imitation Febreze...or something that smells nothing like the original Febreze scent. I don't want people wondering if they're sitting in my dog's crapcakes. It's called misdirection, and it gets them every time.

Marketers, never underestimate the power olfactory association can have on your brand.

by Steve Hall    Feb-26-04   Click to Comment   
  

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