Whenever we come across intriguing campaigns the three of us share and discuss. And by discuss I mean send jealousy or sarcasm drenched IMs during our lunch breaks. Here’s one such campaign we saw today on Creativity.
The Verdict (da da daaaaa!)
The idea is creative and helps peek curiosity. However the smell of a baked potato is not that alluring. This concept would most likely work best in the fragrance market.
I like the concept, but I think the placement is off. Most people take the bus in the morning to work and in the evening home from work. (Yes, I know unemployment is still high and not all have regular work hours, but it’s safe to say most.) Smelling baked potatoes at 7:30AM is just gross. And by the time I get off work I’m usually starving, so if I were to smell baked potatoes on the Union Square platform at 6:00PM, I’d be pissed. It’s just cruel.
This reminds me of a print ad by Olay I saw in a women’s magazine a few days ago. The ad asked you to scratch the page to smell the new Olay lotion – which it claimed to contain perfume. I spent five minutes scratching my magazine to find out there was no smell. Duh! I bring up the lotion ad to compare with the potato ad here because I’ve recently noticed more and more marketers trying to be more creative with our senses – first seeing and hearing, and now smelling. It’s great to be creative and try out new concepts, but having people smell something in public is a tricky move. I for one don’t like baked potatoes, so I’d be nauseous smelling it whenever someone pressed the button—and it would ruin my coffee while I waited for the bus. My final verdict is that it’s a smart campaign, at the wrong venue. The same thing at a super market would be more effective.