But McDonald’s didn’t start this trend in the restaurant industry.
The king of scented gimmicks, however, is undoubtedly KFC. Consider the brand’s fried chicken-scented sunscreen, launched to promote the brand’s Extra Crispy Chicken, or its fried chicken-scented fire logs rolled out for the holidays in 2018 and 2019. that include Jibbitz embellishments that, you guessed it, smell like fried chicken.
“It’s created demand for consumers to want to engage in these brand ‘moments’ and has led to even more urgency for fans to want to be among the first to get it and post about it, ultimately leading to quick sellouts,” she said. “Ultimately it comes down to capturing audience attention and continuously building brand awareness, which we hope will translate to brand consideration and trial,” Rawls said. “We are always thinking about how KFC can show up in unexpected places and ways. Breaking through the clutter and reaching people–including new audiences–where they already are, and making memorable moments is our goal.”
While teens are coveted because of their digital savviness, these types of campaigns also tap into the critical millennial demographic, which now claims the most spending power. And, according to GlobalData, 65% of millennial consumers actively buy products they see are trending on social media.
Gimmicks are typically fun and a part of great marketing strategies, however will selling quarter pounded scented candles really help McDonald’s as a brand?
I’m still waiting for a fragrance (cologne, deodorant, body wash and feminine wash....) line from these fast food joints.
This is much needed with how bulimic looking Americans are known to be, hopefully this will make them want to consume more now.
Smart viral marketing at play by some companies, leveraging social media and consumer psychology.
I’m going to go out on a limb here...For marketing?!
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