The California Milk Processing board has an ad out on bus shelters. As commuters wait for their ride, they can get a whiff off scented strips of MILK from cookie advertisments. Huh? I was able to lift off a paragraph from the commentary that talks about how many types of reactions you can make from this:
From a classic direct-response point of view, this is ridiculous. What action are you asking for here from your prospect? If anything, it's to buy cookies. But people at bus stops are on their way to work, or on their way home. After a long day's work. They don't want to fight the crowds at the store. Etc., etc. Besides: how will buying cookies increase sales of milk?
From a traditonal non-integrated branding perspective, this campaign is typical... brilliant... and pointless. What is being branded here? Does this mean now that people will always want cookies when they want milk? Suppose cookies aren't available? Suppose a rabid milk fan doesn't like chocolate chip cookies? Will this reduce the market by one formerly loyal consumer?
I guess ad agencies are always trying to find that next big concept. With brands that are trying to be experienced more than read, this comes to the show. But you know what? Won't a good, suggestive copy be a great enhancer to the smell?
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