This column we’ll delve into how companies are monetizing the sense of smell. Companies begin integrating aroma and scent into their advertising thanks to the exploration of the science back in the 1960s. It was the advancements in micro encapsulation technology that was the game changer. In that process, droplets of scented oils would be put in microscopic capsules. The  fragrance was released when the capsules were broken. This led to the very popular scratch and sniff applications that appeared in magazines and newspapers.. Various industries including food fragrance and marketing realize that people could get a sense of the smell of their product simply by scratching the picture in the magazine or on a postcard.  The technique gained traction when companies realized the potential it had with interactive advertising. It  allowed consumers to experience the  aroma and the scent  simply by scratching and sniffing.

Publishers began expanding on the scratch and sniff book theme. It wound up being extended beyond simple scents to thematic storytelling. For instance, in a book for young children about farming, aromas such as freshly cut grass, barnyard animals and freshly baked  apple pies were available to be scratched and sniffed. The sense of smell is one of the most powerful senses tied to memory. These books created an experience for young children to remember for the rest of their lives. The problem that scratch and sniff had was longevity. It seemed that the fragrances in the micro capsules faded after a while when they were exposed to air or repeated use in addition, the whole process was rather expensive limiting widespread production.

 Scratch and sniff books are still around because of the unique offering of the sensory experience. In fact, the ability to interact with the written word fosters reading aimed at children that maybe had been reluctant to read a book.

One of the largest fast food chains in the world has upped the ante using the sense of smell. In a way that may change part of an advertising campaign for other products. McDonald’s has relied on one of their products that everybody can identify… the smell of their french fries. McDonald’s french fries have a unique aroma and are delicious. If you buy their fries through a drive through more often than not you’re reaching into the paper bag to grab a few to eat while you’re headed home. That smell is salty and sweet and a little bit nutty and keeps you coming back for their french fries. 

It turns out that the smell of their fries comes from a variety of sources. Scientists, who may have too much time on their hands, have analyzed the aroma of french fries and found as many as nine different smells comprising the french fries smell that we know and love from McDonald’s. 

One university found nine aromas including Cocoa, butterscotch, onion and cheese comprising the collective aroma of McDonald’s french fries. The study was in 2009 as part of a national french fry week symposium. The analysis included laboratory testing as well as human focus groups that encouraged them to vocalize what made the fries smell so good. The groups collected scents from french fries and then separated it into different compounds to be examined by a gas chromatography mass spectrometry method.   Surprisingly the results showed that the fries that had been cooked twice had a more complex smell and accentuated the cocoa, butterscotch, cheese and earthy potato and onion flavor from McDonald’s french fries.

In the Netherlands, McDonald’s has upped the advertising ante with a new type of billboard. Erected within walking distance to a McDonald’s, it’s not your typical billboard. There’s no writing on it nor Golden Arches. But, when you walk past it you smell the unmistakable aroma of McDonald’s revered french fries. Sales of french fries at that location just 20 feet from the billboard have reached record amounts.

The billboards were created by an Amsterdam based ad agency and have a unique way of dispensing the scent of the french fries.  Each billboard has a hidden compartment that stores the legendary fries. An internal heat and ventilation system amplifies the smell spreading the impression that fries are nearby.  One of McDonald’s chief marketing officers believe that the smell of the french fries is a more effective marketing campaign than just pictures of french fries. He said with the inclusion of the  sense of smell in our advertising we found a new way to remind people that the good times are at McDonald’s.

Hudson Cooper is a resident of Sullivan County, a writer, comedian and actor.