Tuesday, January 22, 2013

Cheesecake Factory Holiday Stunt Asks, "What Does Joy Smell Like?

Hunter Communications recommended reading from:
ADWEEK

Link to article:
What Does Joy Smell Like?

Cheesecake Factory brought scent branding to a new level this holiday season with their creative Philadelphia marketing stunt entitled "What Does Joy Smell Like?" Tourists, shoppers and passersby were handed color-coded helium balloons and encourage to pop them to release an instant scent of three flavors of the company's cheesecake.  With their appetites whetted, participants were happy to find that the broken balloon also released a coupon for a free slice of Cheesecake Factory cheesecake.

Excerpt: "The Cheesecake Factory appeals to the senses (and the imagination) with the tantalizing aroma of holiday joy. On December 1st on a chilly and overcast day in Philadelphia, The Cheesecake Factory set out to sample their cheesecake in a more whimsical, inventive way... without actually sampling a cheesecake. Teams dressed in all white carried giant bouquets of balloons all throughout Philadelphia. Each balloon handed out had a simple message... 'Pop it'. Once popped, the balloons according to color would reveal the scent of Peppermint Bark Cheesecake (for red), Chocolate Tuxedo Cream® Cheesecake (for brown) or Original Cheesecake (for cream).

Inside the balloon was a special message from The Cheesecake Factory reading 'Try a slice on us' which was redeemed for a complimentary slice of cheesecake. The holiday stunt was designed to capture a magical moment of joy through a sensory experience in a truly surprising way bridging the gap from olfactory senses to taste buds made possible by an act of kindness and a slice of joy."

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