Liberty Mutual's new car-scented ad reminds drivers they'll need insurance too

Brand employs the sniff and sell strategy

Published On
May 01, 2019

Editor's Pick

It’s not just perfumeries. Brands have a history of using certain smells to promote their products—Abercrombie & Fitch infuses its stores with heavy musk cologne, while Johnson & Johnson has run baby powder-scented print ads. Yet few marketers have tapped into new car smell—until now.

Over the weekend, Liberty Mutual ran a print ad in the Chicago Sun-Times that encouraged consumers to lift a tab and breathe in that fresh car smell. “If you’re thinking about a new car, think about Liberty Mutual,” reads the yellow ad, created with Goodby, Silverstein & Partners.

The insurer is hoping that car shoppers will sniff new vehicles and remember the Liberty Mutual ads they saw—and smelled—and buy their insurance from the brand.

Liberty Mutual takes a page from perfume ads

Credits

Date
May 01, 2019
Client:
Liberty Mutual
Agency:
Goodby Silverstein & Partners
Chief Marketing Officer:
Emily Fink
VP, Brand and Integrated Marketing:
Jenna Lebel
Manager, Broad Reach Media:
Lisa Paige
Program Manager, Broad Reach Marketing:
Rachel Pannullo
Chief Creative Officer:
Margaret Johnson
Executive Creative Director:
Danny Gonzalez
Executive Creative Director:
David Suarez
Associate Creative Director:
Josh Hacohen
Associate Creative Director:
Jeff Fang
Director of Graphic Services:
Jim King
Managing Partner:
Brian McPherson
Group Account Director:
Chris Ferko
Account Director:
Cassi Norman
Account Manager:
Tom Yadron
Assistant Account Manager:
Haley Grialou
Head of Brand Strategy:
Bonnie Wan
Group Communication Strategy Director:
Dong Kim
SR. Research & Analystics Strategist:
Jessica Badrous
SR. Brand Strategist:
Marisa Perazzelli
Director of Business Affairs:
Judy Ybarra
Print Production Company:
Colorbar Graphic Construction
Founder:
Stephen Cross

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