The ad says "scratch-n-sniff," and so I did.
And I smelled... nothing...
Weird. I must have scratched the wrong part of the paper... Nope, pretty sure I was in the dotted box. What kind of scent is it supposed to be anyway?
Unscented.
That made me mad for a second, then I started chuckling to myself. I couldn't hold a grudge for being duped because this is actually a pretty clever ad, designed to bring attention to what is NOT there!
This particular tactic of reverse-psychology is novel to me and therefor, pretty effective. I am also amused by the fact that, as a consumer, I did exactly what the ad asked me to do (scratch-n-sniff) without questioning. The dotted box intrigued me and I just wanted to satisfy my curiosity. I wanted a resolution to my pondering.
A trend in marketing is the use of scents to positively influence the emotions of consumers. Here, the consumer performs a task -- expecting to be transformed by a pleasant fragrance that will take them to a far off land of exotic flowers and tropical waterfalls -- only to be let down... but in a good way, because it proves a point!
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