Category
Lifestyle
Poultry Platforms
Trend cluster
Category
Scented
Marketing
Scratch-and-sniff elements are incorporated into adult-friendly items.
3.5
Trend score
Trend
What is the Scented Marketing trend?
Scented Marketing: Brands are taking advantage of the childhood memories associated with scratch-and-sniff stickers, and are adopting the technology into products that are marketed to adults. The use of scratch-and-sniff in everything from wine labeling to clothing allows for a unique sensorial engagement between the brand and the consumer.
Trend themes
Themes within the Scented Marketing trend
Three behaviours holding the trend together01
Sensorial Engagement
Brands are incorporating multi-sensory experiences into their products to create a unique and engaging brand-consumer relationship.
02
Scratch-and-Sniff Marketing
Scratch-and-sniff technology is being utilized by brands in new and creative ways to enhance product marketing and advertising efforts.
03
Interactive Advertising
Advertisers are creating interactive print ads using scratch-and-sniff technology, stickers and other sensory elements to immerse consumers in a product experience.
Industry implications
What the Scented Marketing trend means for industry
Where the trend changes the playbookFor
Fragrance
The fragrance industry can take advantage of scratch-and-sniff technology to create unique and interesting fragrances for various products.
For
Retail
Retailers can incorporate scratch-and-sniff labels and packaging into their products to enhance the sensory experience and create a stronger connection with consumers.
For
Advertising
The advertising industry can use scratch-and-sniff technology and other sensory elements to create more immersive and interactive ad experiences.
Workshop question
How could your brand better employ the senses in its campaigns?
Trend signals
Trend signals for Scented Marketing
Trend score 3.5 out of 10, from popularity 52%, activity 45%, freshness 8%.
Popularity52%
Activity45%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Scented Marketing trend
5 featured examples from Sep 22, 2017 to Feb 14, 2019CategoryLifestyle
Scratch-n-Sniff Rosé Bottles
Cocomero Rosé's Label Smells Just Like Watermelons
The wine and spirits industry can adopt scratch-n-sniff labels to differentiate their products and create a more engaging experience for consumers.
CategoryArt & Design
Multi-Sensory Magazines
'Sense Familiar' Magazine Features Scratch-and-Sniff Scents of People
The publishing industry can incorporate multi-sensory elements into magazines to provide readers with more interactive and engaging experiences.
CategoryArt & Design
Refreshing Scratch-and-Sniff Stamps
The U.S Postal Service is Releasing Sweet-Smelling Stamps
The industry can take advantage of the trend towards creative and interactive mail products to boost customer engagement and retention.
CategoryUnique
Scented Paper Blazers
Old Spice Paired Its Newest Print Ad with a Full-Size Paper Garment
Fashion brands can explore the use of wearable paper garments to create buzz and engage with consumers in unique ways.
CategoryAutos
Scratch-and-Sniff Automotive Campaigns
Kia's Stinger Text Drive Campaign was Created by Innocean
Create immersive print ads that bring car models to life and engage readers through multi-sensory experiences.
