Smells Sell

BERKELEY, Calif., Dec. 4 /PRNewswire/ -- One of America's most popular television advertising campaigns hopes to lead by the nose this holiday season. Beginning December 4th, GOT MILK?-branded chocolate chip cookie scented bus shelters will spring up in California to treat commuters to an unexpected multi-sensory experience. Instead of tantalizing taste buds with mouths stuffed of gooey brownies or fudge, GOT MILK? will tickle olfactory nerves with the smell of chocolate chips to reinforce that milk is essential for holiday treats.

"There's nothing like a tall glass of ice cold milk with freshly baked holiday cookies," stresses Steve James, Chairman, California Milk Processor Board (CMPB). "GOT MILK? bus shelters will help us build buzz by creating a sensory trigger for milk in an unusual way and place."

The smell of chocolate chip cookies will emanate throughout the shelters with the help of New York-based Arcade Marketing's olfactory scent sampling technology -- MagniScent(R) -- which disseminates smell via scent-infused adhesives affixed to the inside of the bus shelters and undersides of the benches.

"Retail and hospitality industries have used scent marketing to attract and retain customers for years, but integrating scent sampling into outdoor advertising in this way is new for the American market," says Robert Lauterborn, professor of advertising at the University of North Carolina at Chapel Hill.

This is the first time GOT MILK? creators -- the California Milk Processor Board -- have used scent technology for marketing purposes. GOT MILK? scented bus shelters will launch in five high-traffic, centrally-located downtown areas of San Francisco Bay Area throughout the month of December.

"Tapping into consumers' emotive sense of smell can stimulate brand awareness and be a powerful product differentiator," continues Lauterborn. "So far it's been an underutilized marketing tool."

GOT MILK? was launched thirteen years ago by longtime CMPB advertising partners, San Francisco-based Goodby, Silverstein & Partners. It has helped sell millions of gallons of milk and become an American icon. The dairy industry spends $150-million annually to support GOT MILK?, including for use on those Milk Mustache ads. In addition, GOT MILK? is a hot property licensed on hundreds of products across the country.

The Links Below Jump To Pages On Whatever Web You Are In
Table Of Contents	Search This Web		Navigation Help Page
Write To Karl Loren -- He Pledges To Answer EVERY Personal Message, Personally. Click here or on his name in the box below.
The Links Below Are To Various Web Sites Published By Karl Loren
Karl Loren Web	Vibrant Life Web		Karl Loren's Book
Super Colostrum	Bulk MSM		Heart Disease
Emmessar	Happiness		Arthritis
Instead Of	Chelation Therapy		Super Colostrum (2)
Karl Loren's Catalog Store		Central Page For All 12 Webs!

SUBSCRIBE: The Wednesday Letter is a free electronic monthly newsletter written and published by Karl Loren. You can view more than 50 back issues of this publication by clicking here. The Wednesday Letter subscription list is maintained on a secure server, no name is ever given or sold to anyone, and it is never used except for this Newsletter. It is automatically published on the Tuesday night just before the first Wednesday of every month. You can subscribe to this free monthly electronic letter by entering your eMail address and name below. You will then automatically receive a request for confirmation, sent to whatever address you have entered. If you do NOT receive this confirmation request, then you will not be subscribed. There may have been an error with your address and you should resubmit. The letter is never sent twice to the same address -- so you do not have to worry about a duplicate subscription. When you receive this confirmation request you must reply to it, or your subscription will not become active. No one can subscribe your name, and address, without you being notified, and if you get an unwanted notice of subscription you only need to DO NOTHING and the subscription will NOT be active.

REMOVAL: You can remove yourself from the subscription list in several different ways. Click here to read about this entire newsletter system. Every edition of The Wednesday Letter is delivered to your address with YOUR name and address in view on the letter, with a link that allows you to remove THAT name from the subscription list. If you try to send this removal message from an address different from the one you used to send in your original confirmation, then you will get a warning notice first, sent to the subscription address, asking you to confirm that you want to be removed from the list -- by replying to THAT request for confirmation, you will then be automatically removed. Thus, no one else can unsubscribe you, from some other computer, without your knowledge. But, if you send in the unsubscribe notice from the same machine used to receive the Letter, then the removal from the subscription list is automatic.

Personal Message: When you send a personal message to Karl Loren, you will receive a personal reply as per his instructions. Karl pledges that every personal message will get a personal answer. When you provide your mail address, we will send you free information including our free catalog and a cassette tape lecture by Karl Loren about heart disease, no charge, by mail, even if outside the US. You can select particular information you would like to receive, along with the free cassette tape and catalog.