I’m sure everyone knows of the ‘Got Milk’ campaign (its been running for 13 years now).
Well the campaign just took a turn down memory lane using the power of smell -no not of milk but the smell of freshly baked chocolate cookies, something that loads of Americans consume together with their milk.
Lessons learned on this one – scent congruency is critical, ie. bus shelters don’t have much to do with eating or buying cookies. As bus shelters are enclosed areas, I understand the unfulfillable craving for cookies drove many to distraction.
Full story by Tara Weiss at Forbes.com: http://www.forbes.com/leadership/2006/12/01/leadership-milk-advertising-lead-innovation-cx_tw_1201milk.html
