# Scentvertising Canadian Tire Ads Let You 'Smell the Spring' By Elsa Blaine | Published 2008-03-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/smell-the-spring-canadian-tire-sniff-strips References: [canadiantire](http://www.canadiantire.ca) & [canadiantire](http://www.canadiantire.ca) Trend Hunter has written a lot about the rise of scentvertising, and [Canadian Tire](https://www.trendhunter.com/trends/manscaped-1) is the next example. Recently while I was perusing a new home decor/fashion/beauty magazine I was overcome by the aroma of campfire. I was sitting on my couch and outside remained at least 2 feet of snow from the last storm, so I knew the unlikeness that someone was indeed roasting wienies outside. As I read on, the odour grew stronger until finally I came across a full page spring ad for Canadian Tire. Following the path of many fragrance companies, Canadian Tire has taken the sniff strip to a new level using the [familiar paper peel-back strip format](https://www.trendhunter.com/trends/scentseal) to attract the attention of the female reader. On the reverse of the ad were six coupons for various barbecue related products. I have since found a second such ad, also in a typically female read magazine offering a [whiff of freshly cut grass](https://www.trendhunter.com/trends/evoking-seasonal-scents), with money saving coupons for lawn care products on the back. What a great way for this historically testosterone driven company to reach the 35-45 year old female target market. I may not run to the store to purchase a new lawn mower, but I sure have told a lot of people about the ad and some of them indeed set out to see the new models. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 5% | Activity: 44% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Key Themes Behind This Trend - **Scentvertising:** The trend of using scents in advertising campaigns to evoke emotions and create brand recognition. - **Sniff-strips:** The rising popularity of peel-back paper strips in print advertisements that release fragrances. - **Multi-sensory Branding:** The use of scents, sounds, and other sensory experiences to strengthen brand identity. ### Where This Applies - **Retail:** Brick and mortar stores can implement scent marketing to create a unique shopping experience and stand out from online competitors. - **Advertising:** Innovative advertising agencies can differentiate themselves by incorporating multi-sensory branding techniques into campaigns and creating unique, memorable experiences for consumers. - **Fragrance:** Fragrance companies can expand their market by partnering with businesses to create signature scents for their brand, leading to a new avenue of revenue. ## Related on Trend Hunter - [Men-Focused Deodorant Campaigns](https://www.trendhunter.com/trends/smells-like-a-date.md) - [Mango-Scented Newspaper Ads](https://www.trendhunter.com/trends/swiggy-instamart.md) - [Grass-Scented Fragrance Kits](https://www.trendhunter.com/trends/essence-de-lawn-by-cub-cadet.md) - [Scan-to-Sniff Fragrance Billboards](https://www.trendhunter.com/trends/fragrance-billboard.md) - [Sensory Outdoor Posters](https://www.trendhunter.com/trends/scratchandsniff-ooh-campaign.md) - [Scented Fast Food Billboards](https://www.trendhunter.com/trends/scented-billboard.md) - [Gamified Scent Marketing Experiences](https://www.trendhunter.com/trends/grab-the-sweet.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Sniffable Deodorant Billboards](https://www.trendhunter.com/trends/deodorant-billboard.md)