Fragrant advertising - communicating with all senses

Print products that are perceived with multiple senses not only stick in the memory longer, they also stand out from competitor advertising. The range of scented coatings is now huge. Whether floral scents, woods, fruits, or even foodstuffs such as cocoa, gingerbread, cheese, fish, or even gasoline and rubber can be artificially reproduced and are available as standard scented coatings. Since not every scent is well received by everyone, the choice must always be made with sensitivity. Less is more is the motto.Special attention with scented varnishesPictorial representations on flyers, cards or direct mailings are particularly suitable for combination with fragrances, and scented coatings also attract particular attention. In this type of scented finishing, the desired flavor or fragrance substances are microencapsulated and then added to the coating, which is printed onto the product in a final step. The microcapsules burst open only when touched by rubbing or pressing, releasing the scent. The customer can activate the scent several times, so that the message can be called up again and again.The example of Kasimir Meyer AG shows the interesting possibilities that scent advertising opens up today.A "fragrant" thing for SRF SSR Idée SuisseIn October 2014, SRF broadcast an Einstein special on the topic "How did a person smell or stink in the Baroque era? For this, SRF launched a scent experiment with a scent card produced by Kasimir Meyer AG. TV to smell, so to speak. The customer wanted a fragrance oil from perfumer Wilhelm to be used for the scented varnish. For the fragrances, the choice fell on "der barocke Mensch", "Bibergeil" and "Cologne".The program was broadcast six weeks later and the cards were to be inserted in advance into the entire print run of the TV magazine. In terms of time, this was very demanding, because color suppliers normally need several weeks to incorporate the fragrance oil into the scented coating.TV viewers experience scents thanks to scent cards"Nothing is impossible" is the motto of Kasimir Meyer AG. After several clarifications, a supplier was found who could produce and deliver the scented paint on time. 140,000 scented cards, which were inserted in the TV guide and distributed before the "Einstein" broadcast, were produced.During the live broadcast, the presenter asked viewers to rub on one scented card after another. In the Swiss living rooms, there was the smell of baroque man (a composition of sweaty feet and bad breath), "Bibergeil" (glandular secretion of the beaver, between the testicles and anus) and, last but not least, the pleasant "Cologne". An exciting fragrance job, which will not be forgotten so quickly by the team of Kasimir Meyer AG.