Pricing Table Particle

Quickly drive clicks-and-mortar catalysts for change
  • Basic
  • Standard Compliant Channels
  • $50
  • Completely synergize resource taxing relationships via premier market
  • 1 GB of space
  • Support at $25/hour
  • Sign Up
  • Premium
  • Standard Compliant Channels
  • $100
  • Completely synergize resource taxing relationships via premier market
  • 10 GB of space
  • Support at $15/hour
  • Sign Up
  • Platinum
  • Standard Compliant Channels
  • $250
  • Completely synergize resource taxing relationships via premier market
  • 30 GB of space
  • Support at $5/hour
  • Sign Up
Thursday, 11 April 2024 17:05

After 75 years, McDonald's introduces its most brilliant concept yet

Smells Like McDonald's Smells Like McDonald's pixabay

McDonald's, the globally known fast-food giant, has always found innovative ways to attract and keep the attention of its customers. Since introducing the iconic fries in 1949, which replaced potato chips, the brand has become synonymous with fast food on a global scale. However, it's not just McDonald's products that define its brand. A new campaign in the Netherlands, "Smells Like McDonald's," uses something less obvious but equally characteristic of the chain – the scent of its fries.

What will you learn?

1. What unique element does McDonald's use in its new marketing campaign in the Netherlands?
2. How is the scent of fries being used in the "Smells Like McDonald's" campaign?
3. What technologies were applied to emit the scent of fries in public spaces?
4. What is the importance of scent in building positive associations with the McDonald's brand?
5. What is the main idea behind the "Smells Like McDonald's" campaign according to Stijn Mentrop-Huliselan and Darre van Dijk?

Scent-based campaign

The Dutch division of McDonald's decided to take a step further in its marketing efforts, not using logos or slogans, but the scent itself. As part of the "Smells Like McDonald's" campaign, the company set up large, colorful billboards in public places near its restaurants. Interestingly, these billboards contained no words, pictures, or logos – their main "attraction" was the scent. Passers-by approaching the billboards were greeted with the familiar smell of fries, which is quite unusual but also very ingenious.

Technology and emotions

Executing such a campaign required not just creativity but also the right technology. McDonald's used ventilation built into the billboards that emits the scent of fries as people approach. This initiative is based on the belief that scent can be more effective in evoking clear and emotional memories than images. "Scent has been proven to be more effective at evoking clear and emotional memories than images," said Stijn Mentrop-Huliselan, McDonald's Netherlands' chief marketing officer.

More than marketing

What sets the "Smells Like McDonald's" campaign apart is not just its innovation but also a deep understanding of how the brand is perceived and experienced by customers. The campaign is not based on traditional marketing methods, but on building positive associations with the brand through scent. As Darre van Dijk, chief creative officer at TBWANeboko, notes, "the scent of McDonald's is an iconic asset for the McDonald's brand, as recognizable as its products, golden arches, or jingle."

The new McDonald's campaign in the Netherlands proves that a brand is about more than just slogans or logos. It's about how people feel about your company. The most effective and powerful form of marketing is to remind people of the positive emotions associated with your brand, which McDonald's achieved by using its most iconic scent

  • An Alternative to Natural Blood Platelets
    An Alternative to Natural Blood Platelets

    When donor blood supplies decline, blood platelets become even harder to come by. These cell fragments, vital for clotting, have a limited shelf life, unlike whole blood, which can be stored for longer periods.

  • Conflict in Majorca under new regulations
    Conflict in Majorca under new regulations

    On the island of Majorca, in the locality of Cala d'Or, a popular tourist resort located on the southeast coast, a nighttime brawl erupted between two British tourists. The incident occurred on Saturday evening in an area full of bars and restaurants, just a few hours after local authorities announced the tightening of regulations aimed at combating drunken tourism in seaside resorts such as Magaluf.

  • The Influence of Cultural Background on Students' Mental Health
    The Influence of Cultural Background on Students' Mental Health

    The study conducted by a counseling researcher at the New York Institute of Technology sheds new light on the relationship between race and mental health stigma. The results may assist counseling and welfare specialists at universities in better understanding students' cultural experiences and obstacles they may encounter when seeking mental health assistance.

  • Sea of Thieves is gaining popularity on PlayStation consoles
    Sea of Thieves is gaining popularity on PlayStation consoles

    "Sea of Thieves," the pirate-themed live-service adventure from Rare, has just topped the European PS5 download charts after its debut on Sony's console.

  • Double Therapy Against Deadly Brain Cancer
    Double Therapy Against Deadly Brain Cancer

    Glioblastoma is often a deadly form of brain cancer, with only 5% of patients surviving beyond five years. New research conducted by scientists from the Lee Kong Chian School of Medicine (LKCMedicine) and the National Neuroscience Institute (NNI) could open new perspectives for patients with glioblastoma. Their work could be revolutionary in treating this deadly disease and preventing its relapses.

  • Toxic Plastic Penetrates Through Human Skin
    Toxic Plastic Penetrates Through Human Skin

    Scientists show for the first time that toxic substances used in laptops, baby seats, and smartphones can easily penetrate human skin and enter the bloodstream. Fire retardants in products are toxic to both adults and children. The study reveals these substances persist in the environment and can penetrate the skin, potentially disrupting child development and leading to cancer.

  • Mazda EZ-6 - A New Step in Electrification
    Mazda EZ-6 - A New Step in Electrification

    The leak of details about the Mazda 6 EV caused quite a stir on Chinese social media. It is there that low-resolution images of the new electric sedan appeared, which is set to debut at this year's Beijing Auto Show. Mazda EZ-6, as a highly anticipated electric vehicle, opens a new chapter in the Japanese manufacturer's electrification strategy.