McDonald's has been revolutionizing the advertising market and campaigns for years, creating ads that seek to challenge conventionality. Now, taste won't be your only sense involved.
McDonald’s Austria has released a new line of limited-edition candles, which contain different scents according to the fast food chain's exclusive scents.
For true McDonalds fans
The exclusive Iconic Candle Collection line features 3 fragrances: Apple pie (with apple and cinnamon scents), McFlurry (iconic ice cream scent with hints of vanilla) and Fries (combining the well-known McDonalds “golden” potato chip with a delicate salty touch).Can you imagine your home smelling like fries?
While the campaign has generated a wide movement on social networks, mostly with positive comments, the truth is that this is not the first time that McDonald’s has launched this type of product. In February 2020, the chain released a set of 6 scented candles with fragrances related to the world famous ‘Quarter Pounder’. This kit included fragrances with scents of bun, beef, cheese, onion, ketchup and pickles. Each had its own particular scent and you could even light them all at the same time to create the iconic Quarter Pounder scent.
While the campaign has generated a wide movement on social networks, mostly with positive comments, the truth is that this is not the first time that McDonald’s has launched this type of product. In February 2020, the chain released a set of 6 scented candles with fragrances related to the world famous ‘Quarter Pounder’. This kit included fragrances with scents of bun, beef, cheese, onion, ketchup and pickles. Each had its own particular scent and you could even light them all at the same time to create the iconic Quarter Pounder scent.
A marketing strategy aimed at building consumer loyalty.
The new set, launched just a few weeks ago, is not available to everyone. In order to get it, you must be a registered user of the MyMcDonald’s bonus program in the McDonald’s Austria app. This aims to enhance the brand-consumer relationship of those members, who can access exclusive items, and at the same time seeks to convert ordinary customers into members of this ‘Loyalty Club’.
The new set, launched just a few weeks ago, is not available to everyone. In order to get it, you must be a registered user of the MyMcDonald’s bonus program in the McDonald’s Austria app. This aims to enhance the brand-consumer relationship of those members, who can access exclusive items, and at the same time seeks to convert ordinary customers into members of this ‘Loyalty Club’.
What do these campaigns appeal to?
- Sensory nostalgia: Smells are capable of evoking memories and even emotions.
- Concept of exclusivity: 'limited edition' products create a sense of need and expectation among fans.
- Commercial hook: the search for 'interaction' beyond food.
- Advertising to actual products: direct advertising to the original products on which the fragrances are based.
The future of Sensory Marketing:
It is thanks to different aspects such as technology, inclusivity and creativity, that sensory marketing has become popular. From advertising spots in public spaces with emblematic aromas of certain brands, to the use of Virtual Reality devices, which seek to create a unique and immersive experience for their users.Would you enjoy your home smelling like the world's largest fast food chain?
Let us know in the comments!
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