McDonald’s scented billboard turns heads and noses

By on Thursday, April 11, 2024

How many companies can launch a scented billboard with no text, just brand colours and it is still instantly recognisable as them? Well, McDonald’s can…

McDonald’s Amsterdam with TBWA\NEBOKO have released a series of billboards that diffuse the scent of their iconic French fries, making passersby crave their deliciously salty taste!

The blank red and yellow billboards (the confidence!) contained hidden compartments that stored the French fries inside, which were then heated by an internal ventilation system, so any noses within a five-metre radius were greeted by the mouthwatering smell.

“Smell has been proven to be more effective at sparking clear and emotional memories than images, with the inclusion of this next sense in our advertising, we found a new way to remind people of good times at McDonald’s.”

Cleverly, all billboards were located within 200 meters from a McDonald’s restaurant, ensuring all cravings were appropriately satisfied.

“The smell of McDonald’s is an iconic asset for the McDonald’s brand, as recognisable as its products, golden arches or jingle, that made us wonder: Can we make an outdoor where the McDonald’s smell is the ad? So we wanted to test that a red or yellow billboard with nothing on it but the iconic smell could make people think of McDonald’s.”

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