Aroma advertising

Agency Network: 
Published/Aired: 
September 2011
BMW:  Aroma advertising
BMW Direct Ad -  Aroma advertising

Description

“15w-50” motor oil-scented men’s cologne. Custom packaged, 2 oz. aluminum spray bottles. Fragrance selected to suggest the auto racing experience.

Direct advertisement created by Baldwin&, United States for BMW, within the category: Automotive.

Caption

Do you know what driving 195mph feels like? Well, this is how it smells. Get to the BMW Championship a little bit early to take one of our M cars out for a spin at the Autobahn Country Club.

Advertising Agency: Baldwin&, Raleigh, USA
Creative Directors: David Baldwin, Bob Ranew
Art Director / Bottle Design: Rob Frasketti
Copywriter: Haley Reaver
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Highest Rated

Lazarus's picture

Reaching.

Lazarus
Activity Score 1537
Creative Director
jackmancer2017's picture

Not sure if smelling like oil will give me the impression of going fast but I like the thinking :)

jackmancer2017
Activity Score 6992
Copywriter at Editor/Student
arthor's picture

Not sure this is speaking to the right target... I would wager the mass majority of BMW owners have never a) put their own oil in their vehicle b) have no idea what 15w-50 is.

arthor
Activity Score 513
Lazarus's picture

Reaching.

Lazarus
Activity Score 1537
Creative Director
baliquez's picture

Stinking like a grease monkey after a day of hard work under a car is not what BMW M owners desire. Smell of burnt tires, maybe.

baliquez
Activity Score 99
Art Director
NosferatU's picture

I LIKE IT

NosferatU
Activity Score 2
Administrative
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