New Boston Creative Group

by Paige Burton-Argo on August 9, 2012

Relatively speaking, I haven’t been on this earth for very long, but if there is one thing I’ve learned, it’s this: as soon as I think that (as they say in Oklahoma!) “we’ve gone about as fur as we c’n go,” I’m proven wrong yet again by some new technology. We’ve got tablets, netbooks, notebooks, ultrabooks, HDTV, 3D TV, smartphones, iPhones, phones that actually converse with you! What else can there be?! (Cue dramatic music that foreshadows the world being taken over by robots.)

This is especially true in the realm of marketing and advertising. There are so many ways that marketers reach their target audience now — is it possible to find new ways to get people to notice your product?

Well, the answer is yes, and the company who is on the cutting edge of what may become a new marketing trend is Dunkin Donuts.

Besides having a large presence in the Northeast, Dunkin Donuts also has locations in South Korea, and this is where they are trying out their latest invention: Flavor Radio. When an ad for Dunkin Donuts plays over the PA on public transit, the Flavor Radio cartridge simultaneously releases the scent of freshly brewed coffee. On top of that, the ads play right before stops that are near Dunkin Donuts locations.

We are all aware of how powerful smells can be, due to their ability to evoke memories and emotions, both positive and negative. Dunkin Donuts has found a way to use that power for their own benefit — and it’s working. Since introducing Flavor Radio, they have seen a 29 percent increase in coffee sales!

So far, it would seem that Flavor Radio is an effective and innovative marketing tool. Which got me thinking — what companies would I like to see use this kind of technology?

Here are a few that come to mind:

• Pepperidge Farm
• Russell Stover
• Caribou Coffee and/or Starbucks
• Panera Bread

And here are a few that I think should definitely stay away:

• SPAM
• Doritos
• Vlasic Pickles
• Gorton’s fish sticks

All of these are subjective, of course, and while I don’t mind eating some of these smelly foods, I certainly wouldn’t want the scent of nacho cheese Doritos being sprayed over my head as I ride the subway.

What do you think of Flavor Radio? Which companies do you think should be next?