# Malodorous Ad Campaigns Scholl 'Odour Attack' Uses Shoelaces to Convey Hair-Raising Smells By Vincent Salera | Published 2009-02-28 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/string-raising-stinky-scholl-shoe-deodorizer-uses-footwear-to-deliver-messa References: [adsoftheworld](http://adsoftheworld.com/media/print/scholl_shoe_deodorizer_stink_1) These amusing ads for Scholl 'Odour Attack' shoe deodorizer use upraised shoelaces to give the impression of a hair-raising reaction to a terribly smelly pair of shoes. I really like these ads, mainly because there is no copy needed to deliver a clear message of what their product will deliver. The ads were created by advertising agency [DDB](https://www.trendhunter.com/trends/cheeky-maccas) New Zealand with creative direction by Toby Talbot, Damian Galvin, Carlos Savag, and Mike Davison. **Implications** - Consumers are looking for unconventional products. No longer looking for the straight-forward designs, customers are seeking out ones that take on a more abstract feel. Companies attempting to increase their profit margin could focus on this when coming out with their newest designs for the market. ## Trend Insights (Trend Hunter) - Score: 1.4/10 - Popularity: 18% | Activity: 16% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Abstract-design Products:** Companies can capitalize on the trend of consumers seeking out unconventional, abstract designs for their products to increase profit margins. - **Visual Messaging:** Utilizing visually impactful ads like Scholl's 'Odour Attack' campaign can effectively deliver clear messages without relying on extensive copy. - **Unconventional Advertising Techniques:** Brands can explore unconventional advertising techniques, such as using props like upraised shoelaces, to create memorable and amusing campaigns that engage consumers. ### Sectors Adopting This - **Footwear:** Footwear industry players can leverage abstract designs and unique advertising techniques to differentiate their products in a highly competitive market. - **Consumer Goods:** In the consumer goods industry, businesses can adopt visual messaging strategies to effectively communicate product features and benefits to consumers. - **Advertising Agencies:** Advertising agencies can explore unconventional and visually impactful techniques to create memorable campaigns that resonate with consumers and drive brand awareness. ## Related on Trend Hunter - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [Sniffable Deodorant Billboards](https://www.trendhunter.com/trends/deodorant-billboard.md) - [Humorous Natural Deodorant Campaigns](https://www.trendhunter.com/trends/every-man-jack-still-smell-good.md) - [No-Nonsense Grooming Campaigns](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Sensory Outdoor Posters](https://www.trendhunter.com/trends/scratchandsniff-ooh-campaign.md) - [Mango-Scented Newspaper Ads](https://www.trendhunter.com/trends/swiggy-instamart.md) - [Men-Focused Deodorant Campaigns](https://www.trendhunter.com/trends/smells-like-a-date.md) - [Fruity Herb-Powered Shoe Fresheners](https://www.trendhunter.com/trends/boot-bananas.md)