The company plans to roll out the format in the UK this year, having run a successful trial in Germany for Nivea. The scent was piped into cinemas via their air-conditioning vents. Unilever has also run a scent-based campaign in Dutch cinemas.
'After Nivea tested it in Germany, research showed that brand awareness increased 500% among the audience after the ad', said Mike Hope-Milne, enterprise director at Pearl and Dean.
Scent advertising is the latest tool being used by cinema sales houses to improve their offer to brands. Last month Red Bull ran the UK's first 3-D ad, and Cinema Advertising Association research shows that 55% of cinema-goers have downloaded on-site ads via Bluetooth.
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