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


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
Special Effects Printing :
H&H Graphics

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