Talk about a captive audience. Dunkin’ Donuts has launched a unique olfactory ad campaign on buses in South Korea, spritzing morning commuters with smell of coffee. The campaign uses air freshener-like devices that squirt the coffee aroma when activated by a jingle in Dunkin’ Donuts radio ads that play on the buses. The ads are timed to air right before you roll up to a bus stop with Dunkin’ Donut ads and a Dunkin’ Donut shop located conveniently across the street.
The company says it has seen a 16 percent increase in visits to its stores. I guess the smell of coffee beats lots of other possible smells on the bus. What do you think of the ad campaign? Too creepy or kind of cool?