[csda] A Push to Make Dollars From Scents/Mars, Pepsi Add Aromas to Pkgs (fwd)

[Guest guest]

In plain english..... COver your eyes...

F--- NO!

==

A Push to Make Dollars From Scents

Mars, Pepsi, Others Add Aromas to Their Package Goods

http://adage.com/article?article_id=112849

By

Published: October 30, 2006

NEW YORK (AdAge.com) -- It's time to lead consumers by the nose.

So goes the thinking at major package-goods marketers including Mars,

PepsiCo, Kraft and Procter & Gamble, who hope scents will help them get

attention among fragmented audiences.

Mars has recently used scent technology to spread the aroma of chocolate

around its M & M's World retail outlets and put Pedigree dog-food-scented

stickers in front of supermarkets and pet stores. Pepsi spread the smell of

black-cherry vanilla with People magazine inserts and store displays for

Diet Pepsi Jazz. There's also been a whiff of activity sniffed out at Kraft

and P & G, but neither would comment.

And then there's Smellavision. Carmine Santandrea, CEO of " multisensory

communications " vendor Scent, is putting 8,000 scent-delivery systems

by that name into in-store flat-panel screens in Kroger stores and other top

retailers, including Wal-Mart. In fact, Mr. Santandrea-long a proponent of

the sales-lifting ability of scent-has dubbed 2007 " the year of the scent. "

Media executives like the smell of that, even though they've in the past had

spotty success selling the technology to clients.

" Our olfactory sense is the most primal of all the senses and is extremely

powerful, much more invasive than reading or hearing something, " said Jack

Sullivan, senior VP and out-of-home media director for Starcom. " Why it's

not used more often is beyond me. " But he did offer some reasons: There's

always the possibility that an olfactory campaign might offend, and " huge

concern over people with allergies. "

motion sensors

Cost and implementation hurdles have prevented Connie Garrido, president of

MindShare sibling Wow, from going forward with media plans that involved

attaching scent to transit shelters and bathroom mirrors. That said, Ms.

Garrido said the agency is increasingly investigating scent for clients as

media buying becomes " far less one-dimensional. "

Van Epps, president-CEO of ScentAir, which has just signed on with

music and broadcasting service Muzak to offer scent wherever there is sound

and video, said he's seen " exponential interest " recently from major

package-goods players for his products, which include retail displays with

scented cartridges triggered by motion sensors. But, he noted, there are

hurdles.

Even though the price has come down, it still isn't necessarily

cost-effective to use scent technology for low-cost products such as bread

or jam, where the sales lift would have to be incredibly high to ensure

successful profit margins. " For a consumer-package-good play to work, it

must be for a product where the aroma is crucial to the positioning, " Mr.

Van Epps said. And it must be clear what exact product a scent in the air is

linked to; otherwise it can lift sales for the whole category rather than

just the product that paid for it.

But the costs are improving. Tad Acker, president of display company Marins

USA, said the units it sold to Verizon Wireless stores recently to waft

chocolate scent for LG Chocolate phones were only $20 each, down from nearly

$100 for such display pieces a few years ago.

The phones, according to Joe Fiamingo, manager-print and related services

for Verizon Wireless in the Northeast, have been one of the most successful

launches in Verizon history, and the scent played in that success. How much?

" Enough for me to try it again. "

Gail Stein, client communications director for Pepsi Beverages at OMD, would

also be apt to use scent again following the marketer's recent foray into

fragrance. Though the costs limited Pepsi's efforts to subscriber-only

mailings of People in Los Angeles and New York, she said the tactic worked

well at stopping the busy 30-something Jazz target in its tracks in buzz

markets.

__

FAIR USE NOTICE

This contains copyrighted material the use of which has not always

been specifically authorized by the copyright owner. We are making such

material available in our efforts to advance understanding of

environmental, political, human rights, economic, democracy, scientific,

and social justice issues, etc. We believe this constitutes a 'fair use' of

any such copyrighted material as provided for in section 107 of the US

Copyright Law. In accordance with Title 17 U.S.C. Section 107, the material

on this site is distributed without profit to those who have expressed a

prior interest in receiving the included information for research and

educational purposes. For more information go to:

http://www.law.cornell.edu/uscode/17/107.shtml. If you wish to use

copyrighted material for purposes of your own that go beyond

'fair use', you must obtain permission from the copyright owner.

_________________________________________________________________

[Guest guest]

-waiting for headlines'woman dies in store from scents'but it would

probably just say'dies of heart attack' why dont they just kill us

all and get it over with. to bad I'm not rich and could have all my

needs delivered to my front door. gee, instead of gagging us to death

and trying to find a cure for poisoning us why isn't someone

inforceing cleanair laws.

everyones so worried about cigerette smoke because its been played up

big time, but what no one seams to get is that everything is all in

the dose,and whats in some things require much smaller doses than

others. if I was rich, I'd be investing in clean air stores,and i

mean clean air not just smoke free, and non-scented products and I

have a felling they would go over big time.

I can tolerate cigerettes much more than perfumes and scents.cigars

are a different story.

>

> ==

> A Push to Make Dollars From Scents

> Mars, Pepsi, Others Add Aromas to Their Package Goods

> http://adage.com/article?article_id=112849

> By

> Published: October 30, 2006

>

> NEW YORK (AdAge.com) -- It's time to lead consumers by the nose.

>

> So goes the thinking at major package-goods marketers including

Mars,

> PepsiCo, Kraft and Procter & Gamble, who hope scents will help them

get

> attention among fragmented audiences.

>

> Mars has recently used scent technology to spread the aroma of

chocolate

> around its M & M's World retail outlets and put Pedigree dog-food-

scented

> stickers in front of supermarkets and pet stores. Pepsi spread the

smell of

> black-cherry vanilla with People magazine inserts and store

displays for

> Diet Pepsi Jazz. There's also been a whiff of activity sniffed out

at Kraft

> and P & G, but neither would comment.

>

> And then there's Smellavision. Carmine Santandrea, CEO

of " multisensory

> communications " vendor Scent, is putting 8,000 scent-delivery

systems

> by that name into in-store flat-panel screens in Kroger stores and

other top

> retailers, including Wal-Mart. In fact, Mr. Santandrea-long a

proponent of

> the sales-lifting ability of scent-has dubbed 2007 " the year of the

scent. "

>

> Media executives like the smell of that, even though they've in the

past had

> spotty success selling the technology to clients.

>

> " Our olfactory sense is the most primal of all the senses and is

extremely

> powerful, much more invasive than reading or hearing something, "

said Jack

> Sullivan, senior VP and out-of-home media director for

Starcom. " Why it's

> not used more often is beyond me. " But he did offer some reasons:

There's

> always the possibility that an olfactory campaign might offend,

and " huge

> concern over people with allergies. "

>

> motion sensors

>

> Cost and implementation hurdles have prevented Connie Garrido,

president of

> MindShare sibling Wow, from going forward with media plans that

involved

> attaching scent to transit shelters and bathroom mirrors. That

said, Ms.

> Garrido said the agency is increasingly investigating scent for

clients as

> media buying becomes " far less one-dimensional. "

>

> Van Epps, president-CEO of ScentAir, which has just signed on

with

> music and broadcasting service Muzak to offer scent wherever there

is sound

> and video, said he's seen " exponential interest " recently from major

> package-goods players for his products, which include retail

displays with

> scented cartridges triggered by motion sensors. But, he noted,

there are

> hurdles.

>

> Even though the price has come down, it still isn't necessarily

> cost-effective to use scent technology for low-cost products such

as bread

> or jam, where the sales lift would have to be incredibly high to

ensure

> successful profit margins. " For a consumer-package-good play to

work, it

> must be for a product where the aroma is crucial to the

positioning, " Mr.

> Van Epps said. And it must be clear what exact product a scent in

the air is

> linked to; otherwise it can lift sales for the whole category

rather than

> just the product that paid for it.

>

> But the costs are improving. Tad Acker, president of display

company Marins

> USA, said the units it sold to Verizon Wireless stores recently to

waft

> chocolate scent for LG Chocolate phones were only $20 each, down

from nearly

> $100 for such display pieces a few years ago.

>

> The phones, according to Joe Fiamingo, manager-print and related

services

> for Verizon Wireless in the Northeast, have been one of the most

successful

> launches in Verizon history, and the scent played in that success.

How much?

> " Enough for me to try it again. "

>

> Gail Stein, client communications director for Pepsi Beverages at

OMD, would

> also be apt to use scent again following the marketer's recent

foray into

> fragrance. Though the costs limited Pepsi's efforts to subscriber-

only

> mailings of People in Los Angeles and New York, she said the tactic

worked

> well at stopping the busy 30-something Jazz target in its tracks in

buzz

> markets.

>

> __

> FAIR USE NOTICE

> This contains copyrighted material the use of which has not always

> been specifically authorized by the copyright owner. We are making

such

> material available in our efforts to advance understanding of

> environmental, political, human rights, economic, democracy,

scientific,

> and social justice issues, etc. We believe this constitutes a 'fair

use' of

> any such copyrighted material as provided for in section 107 of the

US

> Copyright Law. In accordance with Title 17 U.S.C. Section 107, the

material

> on this site is distributed without profit to those who have

expressed a

> prior interest in receiving the included information for research

and

> educational purposes. For more information go to:

> http://www.law.cornell.edu/uscode/17/107.shtml. If you wish to use

> copyrighted material for purposes of your own that go beyond

> 'fair use', you must obtain permission from the copyright owner.

>

> _________________________________________________________________

>