Hoping to stir up thirst for milk, officials installed advertisements in several San Francisco bus shelters Monday that give off the scent of freshly baked cookies.
The technology that creates the scent is very similar to that used in magazine ads. Scented adhesives are placed throughout the interior of the bus shelters, including under the benches.
“As long as they are not harmful chemicals, it’s OK,” one somewhat confused elderly woman said as she pondered the cookie smell in one of the shelters. “They are trying to sell milk? Is that it?”
The effort at five bus shelters is part of a campaign cooked up by the California Milk Processor Board, whose iconic ”Got Milk?” campaign has adorned famous figures from around the world with milk mustaches for 13 years.
While olfactory marketing has long been a staple of perfume companies in magazines, Jeff Goodby, chairman of the San Francisco-based ad firm Goodby, Silverstein & Partners that created the campaign, said he knew of no other completely outdoor campaign.
