This did not happen in the United States but in Seoul, South Korea, Dunkin’ Donuts installed contraptions in city buses that sent out a coffee aroma whenever Dunkin’ Donuts’ radio ads were played. No, they really did it! They were hoping to increase business among commuters. And it worked!
The campaign, called Flavor Radio, was launched this earlier this year, and representatives of Dunkin Donuts have said that the coffee aroma resulted in a 16 percent spike in visitors to locations near participating bus lines, and a 29 percent spike in coffee sales at those locations.
When the Dunkin’ Donuts jingle was played on the bus radio, it triggered the spray machine, which actually blasted a spray of coffee aroma into the air. The commercials were played just before bus stops at which Dunkin Donuts locations were visible. The campaign targeted some 350,000 bus commuters over a period of several months.
Said Jessica Gioglio, PR and social media manager for the company:
“[The campaign] was designed to raise awareness of Dunkin’ Donuts coffee in a fun and engaging way. In Seoul and South Korea, there is a lot of passion for Dunkin’ Donuts, so this offered an opportunity to try something unique and different.”
I suppose it is really no different than restaurants and coffee shops venting aromas into the streets to interest you in their products. I can sure think of some products I’d rather not be forced to smell.
The purpose of this blog is to unite Kona coffee lovers and perhaps learn a little about coffee and all the benefits of coffee at the same time. Join up, become a member, comment and have fun! You can find the Kona Coffee Fiends group on Facebook and we’d appreciate it if Facebook users would “LIKE” the Kona Cowboy Coffee Company page at www.facebook.com/pages/Kona-Cowboy-Coffee-Company/222070817858553. Just copy and paste to your browser. You can also find us on Twitter at http://twitter.com/#!/jackshuster. And on the web at www.KonaCowboyCoffee.com to order your gourmet coffee and coffee products.
Look for the Kona Cowboy Coffee Company’s Cowboy Coffee Saloon at the Western Legends Roundup in Kanab, Utah, August 17-18, along with Dr. Buck’s Wild Bunch, Cowboy Action Shooting with the North Rim Regulators and lots of movie stars and heroes.
You know you’re a coffee fiend when you name your cats "Cream" and "Sugar.” So enjoy your coffee, make it Kona, and remember, Kona is the home of the Hawaiian cowboy…and we had cowboys in Kona before there were cowboys in Texas!