Unilever Bestfoods is seeking to capitalise on the captivating smell of frying bacon in a new PopAroma campaign that promotes its latest Pot Noodle variant. By creating a broad sensory appeal, Unilever can expect to strengthen the value of its popular snacking brand.
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Unilever’s new pot noodle variant ‘The Sizzler’ is being backed by a £1.6m marketing budget. The relatively innovative campaign will feature shelf-edge cards in 500 Asda stores with the PopAroma device which, when squeezed, emits the products fragrance – the smell of frying bacon. The smell and flavour complement the existing rich and indulgently flavoured variants well. The popular Saturday morning ingredient remains a favourite for British consumers. Even vegetarians are known to salivate over the rich smell of bacon.
Unilever is confident that the seemingly irresistible bacon smell will captivate consumers, making the product difficult to miss. That said, Pot Noodle is certainly not considered to be a brand of subtlety. The brand already features relatively garish TV advertising under the controversial yet seemingly effective ‘The Slag of all Snacks’ theme, although the slogan has now been changed following complaints. The latest advert features snooty Lady Emily who threatens to shoot pig farmer Parkes for ‘pot noodling’ a lady.
Unilever is also supporting the in-store campaign with television and poster advertising along with a PR push. Now, by partnering with The Aroma Company, which created the scent, Unilever is confident of appealing to all the senses.
Smell is a relatively neglected sense when it comes to the marketing of food and drinks. This is strange given that effective branding requires broad sensual appeal. The more senses that brands appeal to, the more likely it is that marketers influence a consumer in the decision making process. Taking this into account, prospects for the new variant look good and it would appear likely that the brand will become one of the top five selling Pot Noodle variants. If successful, consumers can expect to be exposed to similar marketing efforts by food and drink manufacturers in the near future.
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