Getting scent across | Kenzo 'World'
Updated: Feb 25, 2019
Scent is an intriguing element in branding. It is also a very potent element, capable of creating an instant association between a person, place or object, and a certain feeling. It can make you feel good, it can make you feel nauseous. But what if you're not present to smell the scent? How to invoke the feeling that a scent can trigger?
This is the challenge brands marketing perfumes and colognes face. We believe this is some of branding at its best. You have to visually create a scene that taps into the emotion of your viewer; their imagination has to really be extended to the point where she/he wants to be the person in that scene. [Arguably, more than in any other type of commercial.] And, there is no way around this, yet, because only limited ways exist to have customers experience the scent without actually being present. There is the good ol’ scent sachet in a magazine, but that doesn’t really cut it, in terms of customer experience. There will surely be ways to have customers smell the scent remotely, but for now, it’s still fiction. [If you’re interested in some of the latest developments in digital scent technology, click here.]
So, the trick/trade is to put the viewer in the scene, making them relate to the character in the commercial. Enter Chris Hemsworth for Hugo Boss Bottled, Johnny Depp for Dior Sauvage, and Keira Knightley for Chanel Mademoiselle. All get the scent across. But, as far as we’re concerned, an oldie but a goodie, the Kenzo World commercial takes the cake. It is quirky, vibrant, and all over the place in a formal, elegant setting, to the whipping tune of Sam Spiegel & Ape Drums 'Mutant Brain (feat. Assassin)’. A big HT to Writer/Director Spike Jonze and team, and Kenzo for 'going there’! [We can watch it over and over again.]
If you have a green dress, you’ll buy into Kenzo World. Because that's definitely how you get the scent across.
We will help you achieve Growth for Good by getting to the core of your brand, (re)shaping it, and connecting it to your audience. Peas+Carrots