Woolies tries ‘NewsScent Technology’ in scented cake ads

Woolworths has turned to scented ads to stimulate sales in the lead up to Christmas, using News Ltd’s ‘NewsScent Technology’.

The campaign involves two executions – one that carries the scent of strawberries and cream and another the scent of a Christmas cake – in a bid to stimulate the senses and get people shopping for the festive season.

The first execution ran in yesterday’s mX Sydney, as a full page ad of a strawberries and cream scented pavlova to link with a similarly scented wall at Sydney’s Town Hall.

The second will run mX Sydney’s annual Christmas issue on Wednesday, carrying a Christmas cake scent.

General manager of sales at News Australia Sales, Neil Robinson, says Woolworths worked closely with News’ production team and Reed Pacific Media to create the scents. “With Woolworths, we are showcasing another new dimension to advertising in print as well as a new multi-sensory experience for consumers, which can only aid impact and recall,” Robinson says.

Marketing manager at Reed Pacific Media (RPM), Doug McNamee, claims NewsScent will revolutionise the use of print media in Australia and add a dynamic element for advertisers. “RPM is extremely excited to have partnered with News and Woolworths to bring this to the market.”