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Eau de marketing, with hint of pepper

Jun 3, 2010 8:21:00 AM - thestate.com

There’s something in the air along a busy local road, and it’s not just exhaust fumes: It’s the smell of grilled steak, courtesy of what appears to be the nation’s first-ever scented highway billboard.

The Bloom grocery chain, part of Salisbury-based Food Lion, hopes to catch shoppers by the nose by wafting black pepper and charcoal smells from the base of a sign along River Highway (N.C. 150) in Mooresville.

And though businesses have been employing specialized aromas to boost sales and create ambiance for years, this, it appears, is a different frontier – one designed to cut through the clutter that commuters encounter every day.

After all, you can tune out noise. You can disregard other signs. But a new smell? “It will definitely catch your attention, because we have to breathe,” notes Harald Vogt, founder of the Scent Marketing Institute, a New York-based independent consultancy.

USA, South Carolina: (Latest Stories)