Cookie-Scented Ads Cause Stink In S.F.

A scene from Steven Spielberg's "E.T.: The Extra-Terrestrial." / Universal Pictures

A marketing campaign to promote milk by outfitting city bus shelters with cookie-scented cardboard strips has crumbled.

City officials ordered CBS Outdoor, the company that holds the advertising contract for its bus shelters, to remove the adhesive strips Tuesday, just one day after they were put up as part of a "Got Milk?" campaign.

The Municipal Transportation Agency canceled the plan after some residents raised objections. "We got complaints," said MTA spokeswoman Maggie Lynch. "It is controversial."

Some critics expressed concern over potential allergic reactions. Others complained the ads could be offensive to the poor and homeless who can't afford to buy sweet treats.

But shoppers near San Francisco's Union Square shelter Monday simply thought the ads were cute.

Nick Fedoroff, 32, said the smell might improve business at the Mrs. Fields cookie store a few steps away from the bus stop.

"I'm sure they'll be happy," he said. "It smells like they're right out of the oven."

Scented oils were sandwiched between cardboard cards emblazoned with "Got Milk?" and affixed to shelter walls, in hopes that the smell of just-out-of-the-oven chocolate chip cookies would spark cravings for milk. The promotion was launched at five San Francisco bus shelters at a cost of about $30 per shelter.

There is nothing new about scent marketing — using smell to sell. Trying to lead people by the nose subliminally is a growing advertising technique, reported CBS News correspondent John Blackstone.

[ukpatriot_]

The whole world has gone mad, it's refreshing although disapointing to see that the US suffers the same symptoms of madness as the UK sometimes.
shanev137 your outrageous :-) the thought made me shudder.

[bwright923]

You know, you can have cookies without eating the whole bag. this may be a new concept for some people, but they need to develop self control. Its not the cookie advertisers fault you are fat, its not the credit card advertisers fault you are in debt to your eyeballs. besides, most bus stations already smell like brussel sprouts and limberger cheese :)

[shanev137]

i can't wait until porn companies are allowed to use scented advertising.

[ecuadoriana]

Amen, amerigirl28!!!!! I am right there with you! The obesity/malnourishment problem in this country is staggering- no pun intended. Why is ther not more advertising for healthier foods?

[lwilli201]

Good grief. Lets just outlaw everything.

[maidagv]

My only concern is regarding the allergies. I am one of millions of allergy sufferers. Allergies can include the fumes from scents including perfumes, aftershaves, cigarettes, the more potent spices and flowers as well as some cleaning solutions. However, something like the strip being on the glass, a person with allergies has the option to move away. One of my complaints are regarding the department stores at the malls that keep rows and rows of cosmetic department, right at the entrance. It takes at least 30 seconds or more to walk through which is a long time for someone to not breath. People, like me, with allergies have to cover their faces to enter or decide not go in. Then there are the ignorant sales people who have "helpfully" sprayed perfume on me without permission as I walk by. Those are deadly incidents. I have to go and wash before trying to complain to the management. Don't put potentially toxic scents in places where someone will be a captive audience. At the same token I think some common sense, can be used.A bus stop is out in the open air, the scent shouldn't be outrageously potent, something that is light.

[oleander8]

To richzurb:

Excellent idea!! Down with all advertising!

[richzurb]

I can't afford a Mercedes nor a BMW. I also can't afford a large solitare diamond for my deserving wife. I want all these ads pulled from TV.

[beasia]

its really surprising that nobody addressed the issue of obesity in children and adults. it does no good to have to smell chocolate chip cookies for an hour, stop at the gas station, buy a bunch of cookies, eat them all and the cry becuase you are overweight.

I'm all for scent selling and stuff. I just think it should be broccoli, corn and scents that keep our kids on the right track.