Woolies turns to scented media to lure Christmas shoppers

An ad that smells of strawberries and cream

Woolworths has turned to scented press advertising to entice customers into its stores as Christmas approaches.

It is doing so through News Limited’s commuter paper mX, and Reed Pacific Media – a scented media firm and publisher that was in the news in May for abruptly axing its entire editorial team. Reed Pacific Media also drew allegations for not paying staff and business partners.

Woolies will run press ads in mX that smell of strawberries and cream, and later in the week, of Christmas cake.

The strawberries and cream scented ads are to promote the supermarket giant’s activation of a strawberries and cream scented wall at Sydney’s Town Hall. The Christmas cake scent is to encourage shoppers to buy their Christmas ingredients from Woolies.

Neil Robinson, GM at News Australia Sales, which sells for mX newspapers, said: “With Woolworths, we are showcasing another new dimension to advertising in print as well as a new multi sensory experience for consumers, which can only aid impact and recall.”


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