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Brief Published: 6 Aug 2012

Dunkin’ Donuts: Flavour Radio

Extra

US doughnut and coffee brand Dunkin’ Donuts has rolled out a scent-based advertising campaign called Flavor Radio in South Korea’s capital city of Seoul.

Targeting early morning commuters, the brand installed coffee aroma atomisers in the city’s buses, which release a java-charged scent when the Dunkin’ Donuts jingle is played on the vehicle’s radio, creating a subtle link between coffee and Dunkin’ Donuts. The clever campaign worked – the brand reported a 29% increase in coffee sales in Seoul.

Scent is becoming the marketer’s tool of choice when it comes to engaging the visually jaded consumer. For more scented initiatives, see the report Directions In Scent.

Dunkin’ Donuts

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