BMW smells success


BMW has embraced the discipline of scent marketing with the company using its famous ‘new car’ smell to market vehicle finance products, Marketing Canada reports.

The company’s ad agency in conjunction with the scent marketing company Scentisphere has developed the new car fragrance for use in flyers at Canadian car shows.

The new car smell, which has been named ‘Joy’, reflects the brand’s global marketing platform.

The leather scent is said to offer a ‘visceral’ experience at events like car shows where visitors are generally more interested in car engines than finance matters.


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