Katrina Rosales
The use of scent by businesses to influence consumers, also known as scent marketing, is a common marketing gimmick. Burger King, for instance, released a Whopper-scented perfume in 2015, claiming that their limited edition Flame Grilled fragrance cologne smelled like their famous burger. Similarly, in 2024, Auntie Anne's bottled and sold its signature scent as a perfume called Knead, which was described as a wearable scent infused with notes of buttery dough, salt, and a hint of sweetness.
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What You'll Learn
- Burger King released a Whopper-scented perfume in 2015
- Burger King's Flame by BK meat-scented body spray in 2008
- Auntie Anne's bottled their store's scent and sold it as a perfume called Knead
- KFC and Pizza Hut have released novelty perfumes and scented candles
- McDonald's unveiled the world's first scented billboard in the Netherlands
Burger King released a Whopper-scented perfume in 2015
In 2015, Burger King released a Whopper-scented perfume called "Flame-Grilled Fragrance" in Japan. The limited-edition perfume was launched as part of an April Fool's Day campaign and was sold for 5,000 yen (around $41) with a free Whopper. This wasn't the first time Burger King had dabbled in the fragrance market. Back in 2008, the fast-food chain released "Flame by BK", a meat-scented body spray.
The release of "Flame-Grilled Fragrance" sparked a range of reactions, with some finding the concept amusing and others expressing disgust. Despite the mixed responses, the unique perfume sold out quickly. This phenomenon highlights the power of scent in influencing consumer behaviour, a strategy known as "scent marketing."
Scent marketing leverages the strong connection between scent and memory to create positive associations with a brand. It taps into the ability of certain smells to evoke emotions and transport us to specific places or times. In the case of Burger King's Whopper-scented perfume, the intention was to bring to mind the familiar aroma of their signature burger, creating a unique and playful connection with customers.
The effectiveness of scent marketing is supported by research in experimental psychology. Studies have shown that simple, easily identifiable scents can increase consumer spending by creating a sense of calm and encouraging shoppers to linger. Additionally, strong scent associations can be formed, leading to an immediate connection between a particular smell and a brand.
While Burger King's Whopper-scented perfume may have been a novelty item, it showcases the innovative ways in which businesses are exploring the sense of smell to enhance their branding and engage their customers. Whether it's the enticing aroma of freshly baked goods or the unique fragrance of a signature dish, scent has the power to leave a lasting impression and influence consumer behaviour in subtle yet powerful ways.
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Burger King's Flame by BK meat-scented body spray in 2008
In 2008, Burger King released Flame by BK, a meat-scented body spray. The fast-food chain described the scent as "the scent of seduction, with a hint of flame-broiled meat". The fragrance was sold at a New York City retailer, Ricky's NYC, and online for $3.99. The website for the fragrance featured the Burger King mascot, the King, reclining by a fireplace, naked except for a strategically placed animal fur.
Flame was not the first time Burger King had dabbled in the fragrance market. In 2015, the chain released a Whopper-scented perfume called "Flame Grilled". The limited-edition cologne was said to smell like the chain's famous burger and sold for $41, with a free Whopper included.
The idea of a meat-scented fragrance may sound unusual, but it taps into the well-established link between scent and memory. The distinctive smell of flame-broiled meat is likely to evoke positive emotions and create a sense of bonding in the brains of Burger King's fans. This phenomenon, known as "scent marketing", has been used by other food chains as well. For example, Auntie Anne's has bottled and sold the scent of its freshly baked, buttery pretzels as a perfume called "Knead". Similarly, KFC and Pizza Hut have released novelty perfumes and scented candles with the aroma of their respective foods.
The use of scent in marketing is based on the idea that creating strong associations between a brand and a particular smell can influence consumer behaviour. In the case of Flame by BK, the body spray was designed to evoke the scent of Burger King's signature Whopper sandwich, which the company described as "America's favourite burger". By wearing the body spray, customers could quite literally wear their love for Burger King on their sleeves.
While the concept of a meat-scented body spray may seem like a joke, it was actually a clever marketing strategy by Burger King. The fragrance sold out quickly, and its exclusivity only added to its appeal, with prices on eBay reaching $73 and up. Whether loved or hated, Flame by BK certainly captured the attention of many and left an unforgettable impression.
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Auntie Anne's bottled their store's scent and sold it as a perfume called Knead
The smell of Auntie Anne's pretzels has been a shopping mall staple for decades. The distinctive, powerful fragrance of freshly baked, buttery pretzels wafts across food courts in shopping centres, airports, and train stations around the world. The pretzel chain has over 1,200 locations and its scent is hard to miss.
In 2024, Auntie Anne's bottled its signature scent and sold it as a perfume called "Knead". The fragrance was described as "a wearable scent infused with notes of buttery dough, salt and a hint of sweetness". The 1-ounce bottle was priced at $25, while the 3.4-ounce bottle was $45. The scent was designed to evoke the experience of passing an Auntie Anne's store and inhaling the aroma of their pretzels.
The perfume sold out online within 10 minutes of its release. Customers raved about the scent, with one stating that the perfume "captures the essence of the entire storefront". The success of "Knead" demonstrates the power of scent marketing and how it can influence consumers.
Auntie Anne's is not the only food chain to experiment with fragrance. Burger King released a Whopper-scented perfume in 2015, as well as a meat-scented body spray in 2008. Other chains such as KFC, Pizza Hut, and McDonald's have also released novelty perfumes and scented candles.
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KFC and Pizza Hut have released novelty perfumes and scented candles
Fast-food chains have been using scent to attract customers for years. Scent marketing, as it is known, is a common marketing gimmick used by many companies. KFC and Pizza Hut are no strangers to this strategy and have released novelty perfumes and scented candles.
In 2012, Pizza Hut Canada manufactured 110 bottles of Eau de Pizza Hut, which boasted top notes of freshly baked, hand-tossed dough. The marketing and product development director at the time, Beverley D'Cruz, hinted at the possibility of future productions. Pizza Hut is not alone in its experimentation with scent marketing. KFC has also released scented candles and perfumes.
In 2016, KFC New Zealand held a Facebook drawing where the winners received a KFC-scented candle. The company did not specify the exact fragrance, but it was suggested that it was the colonel's original recipe. KFC has also released other scented products, including fried chicken-scented sunscreen and scented footwear in collaboration with Crocs.
The use of scent in marketing is a powerful tool, as it can create strong associations and positive emotions. It can transport people to a specific time, place, or feeling, and create a sense of bonding with the brand. This strategy has been used by other food chains such as Burger King, which released a Whopper-scented perfume and meat-scented body spray, and Auntie Anne's, which released a pretzel-scented perfume.
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McDonald's unveiled the world's first scented billboard in the Netherlands
McDonald's has unveiled the world's first scented billboard in the Netherlands, an innovative advertising strategy designed to attract consumers to their restaurants. The billboard emits the scent of McDonald's iconic French fries, a best-selling product for the company. The billboard is strategically placed within 2000 feet of a McDonald's restaurant so that customers can follow the scent trail and be reminded of the "good times" they associate with the brand.
The scented billboard was created by Amsterdam-based agency TBWA\Neboko, in collaboration with production company Raúl&Rigel. Interestingly, the billboard features no images or logos, relying solely on the power of scent to attract attention. This strategy appears to have been effective, as people who walked by and smelled the billboard confirmed that it accurately captured the aroma of McDonald's fries.
The use of scent in marketing, also known as "scent branding" or "scent marketing," is a well-known tactic to influence consumer behaviour. Studies have shown that scent can be more effective than visual images at evoking clear and emotional memories, which can create a positive association with a brand. In the case of McDonald's, the familiar smell of their French fries may trigger nostalgic feelings and fond memories associated with the brand.
This is not the first time a food chain has experimented with fragrance. Burger King released a Whopper-scented perfume in 2015, as well as a meat-scented body spray called "Flame by BK" in 2008. Auntie Anne's, known for their pretzels, also launched a perfume called "Knead," which sold out within 10 minutes. These examples demonstrate how scent can be a powerful tool in the world of marketing and advertising, creating unique and memorable brand associations.
The scented billboard in the Netherlands is an innovative approach by McDonald's to engage the senses of potential customers and create a lasting impression. By appealing to the sense of smell, which is strongly linked to memory and emotion, McDonald's is aiming to trigger positive associations and encourage consumers to purchase their products. This unconventional advertising strategy showcases the creative ways in which brands are exploring multisensory experiences to enhance their marketing impact.
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Frequently asked questions
Burger King released a Whopper-scented perfume in 2015. The limited-edition "Flame Grilled" fragrance cologne was said to smell like their famous burger.
Yes, Burger King released a meat-scented body spray called "Flame by BK" in 2008.
Yes, Auntie Anne's released a perfume called "Knead", which is said to smell like their pretzels. KFC and Pizza Hut have also released novelty perfumes and scented candles.
