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BMW: Aroma advertising

BMW: Aroma advertising
Your rating: None Average: 3.8 (22 votes)

Do you know what driving 195mph feels like? Well, this is how it smells. Get to the BMW Championship a little bit early to take one of our M cars out for a spin at the Autobahn Country Club.

“15w-50” motor oil-scented men’s cologne. Custom packaged, 2 oz. aluminum spray bottles. Fragrance selected to suggest the auto racing experience.

Advertising Agency: Baldwin&, Raleigh, USA
Creative Directors: David Baldwin, Bob Ranew
Art Director / Bottle Design: Rob Frasketti
Copywriter: Haley Reaver

6 Comments

Jaap Grolleman's picture 6401 pencils
Jaap Grolleman | Fri, 2011-09-16 01:01

Not sure if smelling like oil will give me the impression of going fast but I like the thinking :)

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arthor's picture 490 pencils
arthor | Fri, 2011-09-16 05:01

Not sure this is speaking to the right target... I would wager the mass majority of BMW owners have never a) put their own oil in their vehicle b) have no idea what 15w-50 is.

thedesignaddict's picture 4341 pencils
thedesignaddict | Fri, 2011-09-16 11:25

This is a recycled idea. Way preferred the original Burger King cologne idea from a few years ago.

http://www.bk.com/en/us/campaigns/fire-meets-desire.html

Lazarus's picture 1304 pencils
Lazarus | Sat, 2011-09-17 22:33

Reaching.

baliquez's picture 101 pencils
baliquez | Tue, 2011-09-20 05:12

Stinking like a grease monkey after a day of hard work under a car is not what BMW M owners desire. Smell of burnt tires, maybe.

NosferatU's picture 2 pencils
NosferatU | Mon, 2011-09-26 17:46

I LIKE IT

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