Nose catching advertising
The supermarket published the ads in major newspapers on the weekend for its upmarket range with celebrity chef, Heston Blumenthal.
The advertisements for Easter hot cross buns were published on paper stock featuring perfumes of lemon, orange, and ginger.
“Which chef has created the most delicious lemon myrtle hot cross buns?” asks the advertisement.
“Rub here to release the wonderful aromas of our ultimate Easter treat,” it adds, with an arrow pointing to a picture of Blumenthal holding a lemon myrtle plant.
The smell was developed in conjunction with agency, Reed Pacific Media, for Coles’ homebrand range with the British chef.
Coles marketing and store development director, Simon McDowell, says the supermarket wanted to debut the hot cross buns with a little theatre.
“We knew we could do more than just show customers, we wanted them to experience an element of the product through creative communication.
“Using innovative publishing technology, the heart warming, sweet, spicy, and uniquely Australian aroma of Heston’s hot cross buns will drift off the page this Saturday.
“We cannot wait for Australia to taste the first bites of the Heston for Coles range.”
Samantha Goldworm, business director of New York scent branding company, 12.29, told Inside Shopper last month that scent was taking on a new importance in marketing.
“Scent is becoming that next step. It’s the strongest link to our memory and emotion,” says Goldworm.
“You can create an emotional connection with a customer through their nose and take branding to the next level.”
In the last decade, this global trend has seen the likes of fast fashion chain, Abercrombie & Fitch, develop its own personal scent.
In Australia, fashion retailers Peter Alexander, Supre and Shoes of Prey have mimicked this model with feminine or sugary store scents.
You can read more about the power of scent in marketing in Inside Shopper’s interview with 12.29.