Imagine on a monday morning, amongst the hustle of buses, you suddenly sense the aroma of coffee around you, can you ignore it? A Big No.
In the same way, Dunkin’ Donuts’ outlet in South Korea successfully used this trick of sensory marketing to attract new customers.
Let’s dive deep into this to get more insights on the same.
Dunkin’, also known as Dunkin’ Donuts, is an American multinational coffee and doughnut company. With approximately 12,900 locations in 42 countries, Dunkin’ is one of the largest coffee shop and doughnut shop chains in the world with products like donuts, bagels, coffee, and Munchkins donut holes.
Dunkin’ Donuts used a unique way to advertise its product called “Flavor Radio”.
Dunkin’ donuts, with the help of Olafactory, strategically planned to spread its aroma around the city by planting devices (created by Cheil Worldwide) which functioned like air fresheners in buses. These devices allowed passengers to get a whiff of Dunkin’ Donuts’ morning coffee. Along with this, the buses played an advertisement of the company in the background. A component of time was also added in this recipe of success where the buses conveniently stopped at Dunkin’ Donut store after the advertisement ended.
“In Seoul and South Korea, there is a lot of passion for Dunkin’ Donuts, so this offered an opportunity to try something unique and different,” said Jessica Gioglio, public relations and social media manager at Dunkin’ Brands.
Success for the store?
Olafactory, the real masterminds of this advertisement, stated that the coffee fumes reached the noses of about 3,50,000 passengers over the course of a month-long advertisement. After the testing, Dunkin’ Donuts reported a 16 percent increase in visitors to stores near bus stops and a 29 percent increase in coffee sales which meant a huge success.
Good food definitely smells good!