Grocery chain Lidl teamed up with a top perfumier to create a fragrance that makes you smell like a barbecue, to promote the start of outdoor grilling season in Finland.
Scandinavian perfume company Max Perttula combined Finnish birch, lake water and smoke to create the fragrance, Eau de Grill, and Lidl launched it this week at a press event.
Agency Folk Finland, says Lidl wanted to stand out from other the usual barbecue season ads featuring families standing around grilling sausages. The stunt generated buzz on social media and in print, from beauty magazines to food titles.
We think the scent could have a future for those who grill on a gas barbecue, but want to smell like they used charcoal.
Lidl is not the only brand to leverage scent marketing. Oscar Mayer created an iPhone alarm app that replicates the smell of frying bacon and Burger King introduced Flame by BK, a body spray with a "hint of burger" as well as the cologne "Frame-Grilled."