A New Smell For Lincoln
Right now, Lincoln is desperately trying to lure customers into its showrooms. While other manufacturers would try to give their vehicles a competitive edge, Ford's luxury division chose a radically different method: they partnered with a renowned perfumer, Rene Morgenthaler, to develop a new smell that would be associated with the brand.
This perfume is called Essence Of Lincoln, and it will be sprayed into dealerships via their air ducts. To create it, Morgenthaler chose to mix aromas of green tea, jasmine and tonka. According to him, this combination should give the customer an impression of luxury.
While this idea may seem weird, it is important to note that smell is closely related to memory. It is far easier to associate an emotion with a particular memory if your brain can link the two using a smell.
What do you think of this new marketing strategy? Will it be enough to get people to buy more Lincolns?