How scent marketing teaches us a bigger branding lesson—and what your business can learn from Play-Doh perfume, popcorn cannons, and cinnamon rolls.
Did you know Play-Doh has a perfume?
Yes. That Play-Doh. The colourful, squishy stuff you weren’t supposed to eat as a kid but definitely did. It lived under your fingernails, in your hair, between the couch cushions. It lived basically anywhere but the container.
And now? It’s a fragrance. For adults. On purpose.
In 2018, Hasbro officially trademarked that iconic Play-Doh smell. Why? Because it wasn’t just a colourful modeling compound. It was brand identity. A scent so recognisable, they turned it into perfume. Not because people needed to smell like kindergarten craft time, but because people wanted to feel like that again.
Nostalgia sells. Story sells. And scent? It’s one of the fastest routes to memory. No permission. No warning. Just barges in, grabs a drink, the remote, and stretches out like it owns the couch.
And you know what? This sort of thing is more common than you might think. Brands have been messing with our noses for decades. On purpose.
Smell Like Strategy: Real-World Scent Marketing Examples
Here are a few standout examples of scent marketing getting clever, weird, and wildly effective:
1. The “Flavor Radio” Bus Hack (Dunkin’ Donuts, South Korea)
In 2012, Dunkin’ wanted to be seen as more than just a donut shop. So they installed scent machines on public buses that released the smell of fresh coffee whenever their jingle played over the speakers. Riders would catch a whiff just as the bus pulled up to a Dunkin’ location. The result? A 29% jump in coffee sales near bus stops.
2. Singapore Airlines’ Signature Scent
Their fragrance, Stefan Floridian Waters, wasn’t just diffused in cabins, it was in the hot towels, on uniforms, and throughout the lounge. The idea was simple: when you smell that scent, you think luxury air travel, you think Singapore Airlines.
3. Cinnabon’s Oven Strategy
Cinnabon stores are designed with one goal: get that cinnamon smell into mall corridors. Ovens are placed up front and baking is timed to peak traffic. No diffusers needed, just clever layout and a whole lot of sugar.
4. Disney’s Smellitzers
Disney pumps the smell of popcorn, cookies, and other nostalgic treats into their parks using devices called Smellitzers. You smell the popcorn before you see the cart, and suddenly, you’re hungry.
5. Nike’s Scented Sales Study
Dr. Alan Hirsch found that shoppers were 84% more likely to buy shoes (and pay more for them) in a floral-scented room. Same shoes, same layout, just a different smell. That’s the weird power of scent that, to be honest, doesn’t really make sense. But it worked.
What This Has to Do with Your Brand
You’re probably not bottling nostalgia or fitting your foyer with a popcorn cannon. But your brand still leaves a trace. A vibe. A feeling.
Branding is what they remember, not just what people see. Scent marketing just makes that literal. And even without smells, the principles still apply:
- Emotion matters. Whether it’s nostalgia, trust, or delight, people connect with brands that make them feel something.
- Every detail counts. From signage to tone of voice, it all adds up to a bigger story.
- You’re building memory. Not just a transaction, but an imprint.
How to Build a Brand That Sticks (Without the Smells)
You don’t need vanilla-cherry top notes to make an impression. Here are four non-smelly tips to make your brand feel:
- Be consistent. Your voice, visuals, and values should all come from the same planet. No mixed signals.
- Be intentional. Every touchpoint—from your email footer to your phone greeting—is a chance to say something meaningful (just make sure it’s on-brand).
- Be memorable. Use storytelling, emotion, and a bit of personality to help people care.
- Be human. Speak like a real person. Care like one, too.
Your brand already says something. The trick is to make sure it’s something good. And something people feel.
Let’s Think of It This Way
Singapore Airlines didn’t just pick a pleasant scent, they engineered an experience.
Their signature fragrance, Stefan Floridian Waters, is subtly woven through every part of the journey: it’s on the hot towels, in the cabins, even on the flight attendants’ uniforms. Why? Because they want your brain to link that smell with that feeling—luxury, calm, being looked after 35,000 feet above the ground with a glass of wine and a blanket that’s not half bad.
So, the first time you fly Singapore Airlines, you inhale the scent. The second time, you recognise it. And the third time? Nostalgia kicks in. You’re not just flying, you’re returning to something you remember fondly. That’s not a scent anymore. That’s emotional branding.
Now, scent might be powerful, but it’s just one piece of the puzzle.
Other sensory touchpoints—your music, colour palette, tone of voice, even the way your receptionist says hello—all carry weight. Done well, these elements create mental shortcuts. They become memory triggers. Your logo isn’t just a logo. It’s that business that helped me. Your tagline isn’t just copy. It’s that line that stuck with me. Your tone isn’t just words. It’s how you made me feel.
And that’s the goal: create branded cues that people emotionally attach to. Because if someone remembers you, and remembers feeling good when they interacted with you, chances are, they’ll come back. And maybe even tell their friends.
So no, you don’t need to invent your own airline scent. But you do need to show up with intention, consistency, and a little bit of flair. Because that’s what turns branding into memory. And memory into loyalty.
Sorry, we don’t bottle perfume
But we do help businesses build brands that resonate. If you’re ready to create something that sticks (with or without the cinnamon), get in touch.
Let’s give them something to remember.
P.S. We’re still workshopping our office scent. One vote for margaritas. One for “freshly opened stationery.” Both dangerously on-brand.
