How Dunkins’ Turned Scents Into Dollars

This is how Dunkin Donuts turned a cent into dollars in 2012, Dunkin Donuts wanted a piece of the booming coffee market in Seoul, Korea, known as the City of Coffee. South Koreans associated Dunkin Donuts with Donuts, not coffee, so they hired South Korean marketing agency Chile to help shift that perception. They wanted to grab people's attention in a place where they couldn't avoid the message. Due to often congested traffic, public buses filled with early morning coffee lovers was a perfect location. They came up with what would be known as Flavor Radio. Whenever a Dunkin Donuts ad would play over the radio on a bus, the jingle would trigger automated aroma dispensers to release the delicious scent of Dunkin Donuts coffee, filling the bus and its coffee loving passengers with that signature scent while also rewriting the brand's perception as not just being a donut spot. The result? 350,000 people experienced the aroma radio ad. Visits to Dunkin Donuts located near bus stops increased by 16% and coffee sales grew by 29%. For more marketing examples from successful brands, subscribe to the HubSpot marketing channel.