The general director of Intelligence doo Belgrade, Miljan Premović, gave a statement to RTS that was published in Dnevnik 2 on Sunday, October 27, 2019.
“The use of scents in branding is not a new phenomenon on the market and was created long before marketing was defined as a scientific discipline. Unfortunately, the misuse of scents has seen its expansion in modern times. An example of flavoring alcoholic beverages is close to us, but also an example when the Disney company released the smell of freshly baked popcorn before the start of the movie,” explained Premović.
When asked by a journalist to comment on the activity of the Lidl company, which scented some bus stops with the smell of a bakery, he stated: “From this action, it can perhaps be understood that Lidl has a problem with positioning in our market and that it wants another profile of its customers from “Grandma Linda”, so they care about showing “innovation” in advertising. However, this is not an innovative approach, and if the smell that people felt at the bus stops is different from that of the bakery, it can mislead the consumer. However, I am confident that Lidl will soon get to know our consumers and understand what the bakery means to our everyday life.”
You can view the attachment here .
Diary 2, 27.10.2019. you can look here .