Aromamarketing and car brands

Nissan, in refining its image, has embarked on aroma marketing. The brand has a modern, oriental scent, with a hint of green tea. The fragrant logo expresses the company's character and Japanese roots. Four years ago, Nissan partnered with a leading scent marketing company. The fragrance debuted at Nissan's multi-sensory and multimedia exhibition at the North American International Auto Show in Detroit. Orient, freshness, luxury How would you describe the Nissan fragrance? It's a blend of modernity and orientalism with the aroma of green tea. This blend symbolizes luxury and a fresh approach. The composition identifies the brand in dealerships and showrooms. The fragrance trials are part of a planned campaign designed to stimulate all of customers' senses and enhance their experiences, similar to luxury hotels and restaurants. Crossing boundaries When we were working on our new car show, we went back to the things that make up the human experience. And that's how we hit all the senses. <...> We wanted to go a step further and see how far we could go. "—explains Roel de Vries, Vice President and Chief Marketing, Communications, and Brand Strategy Officer at Nissan. "It's what other well-known clothing brands and hotel chains do. You approach the reception and recognize the scent, which evokes associations with home. Scent is an important part of this presentation. If it catches on at the show, we plan to extend it to other exhibition areas and possibly to our dealerships, " concludes de Vries. Modernity, passion, awakening the senses Scent marketing specialists have developed a modern, vibrant, and exciting fragrance. A scent that evokes the automotive brand's Japanese roots. Nissan's signature scent encompasses a fresh, luxurious, and oriental aroma. This delicate fragrance captures the essence of green tea harvested during the spring harvest. The resulting blend awakens and refreshes the senses with the purity of green tea leaves. The fragrance premiered in early 2013. It was sprayed using cold air diffusers during 10 world shows. Other well-known brands that use aromamarketing include: Westin Hotels, Hilton, Langham Hotels, Sofitel, Mercedes , Ford, United Colors of Benetton, Pierre Cardin and many others.