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Smell is the overlooked middle child of senses, which is pretty tragic given that it’s my personal fave. (Next to sight, obviously—shout out corneas.)

Of course, sometimes you don’t know what you have ’til it’s gone. And with the coronavirus cruelly robbing people of the ability to get a good whiff in, there’s a renewed appreciation for all things nasal.

Naturally, that extends to the ad industry as well.

Because advertising works best when it’s linked to emotional connections. And smell is the most strongly tied to memory and nostalgia.

Don’t believe me? Here are some science-y words about it:

“The olfactory bulb has a strong input into the amygdala, which process emotions. The kind of memories that it evokes are good and they are more powerful,” explains the guy from this article.

Luckily, not everyone is snubbing their noses at the smell-tastic science. Check out these fun examples:

  • The aroma-heavy Parisian beer that can help those recovering from COVID regain their sniffing powers. (Our advice? Train early and often, friends.)
  • This perfume from the Netherlands that mimics the odor of labs making Ecstasy so that narcs-in-training will recognize the smell and report them accordingly.
  • These candles made to recreate the comforting scents we all yearned for when sheltering in place.
  • The Fido-approved trail that led curious dogs to Petco’s flagship store in NYC.

So the next time you’re building out an experience or putting a media plan together, don’t forget to tie in a signature scent.

It’ll help consumers remember your brand fondly every time they pick up a hint of brilliant thinking in the air.

And as we all know, the quickest way to your audience’s heart is through their, um, nose.

Have a stop-and-smell-the-roses weekend, everybody!

—Your tastefully perfumed friends at Brokaw

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