Funny Smells on the London Underground
Why It Matters
Sensory ads on public transport can dramatically boost brand awareness, yet they also expose advertisers to health, comfort, and regulatory risks that could shape future campaign strategies.
Key Takeaways
- •Magnum’s multi‑sensory tube ad combined visuals, sound, and scent.
- •Commuters reported mixed reactions; some found the chocolate smell off‑putting.
- •Past London scent trials, like “Meline,” were deemed largely unsuccessful.
- •Sensory advertising can generate buzz even when consumer feedback is negative.
- •Brands leverage public‑transport ads to amplify awareness via social media sharing.
Summary
The video examines Magnum’s recent multi‑sensory promotion on the London Underground, which paired traditional posters with recorded bite sounds and an attempted chocolate fragrance at King’s Cross St. Pancras. While visual advertising is commonplace on the tube, the addition of scent marks a rare, controversial experiment aimed at deepening brand immersion.
Commuters and staff offered mixed feedback: some praised the novelty, while others complained that the smell resembled “Magnum PU” rather than chocolate and lingered in break rooms. The campaign echoes earlier scent trials, notably the 2001 “Meline” perfume rollout on three central stations, which was criticized for being either overpowering or imperceptible and was discontinued after a month.
The presenter cites BBC coverage, references to similar perfume experiments in Paris and Hong Kong, and draws parallels to other disruptive tube ads such as Burberry’s Bond Street takeover. He also notes the role of culture‑jamming and social‑media amplification, where even negative reactions generate brand visibility.
The broader implication is that sensory advertising can spark conversation and extend reach far beyond the physical space, but it also risks alienating passengers, raising health‑related concerns, and prompting regulatory scrutiny. Brands must weigh the buzz potential against the practical challenges of deploying scents in a high‑traffic, enclosed environment.
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