GrupoFourMidio is now enabling drivers to sample products by infusing flavors and smells into parking tickets in Brazil.
Taste-based advertising is not a new frontier for marketers – in the past we have seen First Flavor’s Peel’n’Taste strips, while Wrigley’s has already used its mint gum flavor on parking tickets. Following in a similar vein, Brazilian company GrupoFourMidia is now including a variety of tastes and smells on parking tickets across the country. Having already experimented with unusual mediums for advertising – take its pizza boxes with sound for example – GrupoFourMidio observed that once drivers buy a parking ticket they often place it in their mouths while looking for a space. By infusing the tickets with an aroma or flavor related to the product advertised on the reverse, the scheme enables brands to immediately catch potential customers’ attention and draw their eyes towards the printed advertisment on the ticket. A variety of tastes and smells can be captured and included on the tickets making the channel suitable for those involved in the food and beverage industry, as well as brands selling perfume or pleasant-smelling goods. The concept takes Wrigley’s idea and opens it up to a number of businesses who might be looking to capture their audience’s attention in a new way, while allowing consumers to try before they buy. An idea to try out in your own experiential marketing campaigns? Spotted by: Regina Gauer