Brands and advertisers often use the power of smell to attract consumers, and now the State Fair Group of New Jersey is trying out the marketing tactic with its own scented cotton candy billboard trucks.
According to the Boston Herald, the State Fair Group runs the annual state fair in New Jersey and is known for using provocative and attention-grabbing highway billboards to appeal to potential fair-goers. Its latest initiative, the cotton candy billboard trucks, which were made with scent-saturated fabric, will emit the sweet smell of cotton candy as they make their way to different shopping centers in New Jersey and New York.
Cotton candy was selected as the scent of choice due to its association with positive memories of traditional, old-fashioned carnivals and fairs. As Mike Guarino, the NJ Creative Direction's chief creative officer who pitched the idea to the fair executives, says, "The sense of smell is a very powerful sense, probably more powerful than sound and sight, because when you smell something it brings you back to a time and a place."