Leo Burnett - Cultural Fuel

Everyone knows the welcoming, cocooning feeling when you enter a warm place from the cold outdoors and it smells good like coffee or delicious food.  The intention of Kraft Food was to create this kind of warmth for their brand Stove Top (quick cooking instant stuffing) with their “experimental marketing promotion”. The NY Times reports today that heated air will be released from the roofs of 10 bus shelters in the windy city Chicago . The 10 heated shelters, primarily in downtown,  will have posters that claim “Cold, provided by winter. Warmth, provided by Stove Top.”  During the first three weeks of December, Kraft plans to give samples of Stove Top to the commuters and passers-by at half of the heated shelters.

The idea of the multisensory experience is that people will associate the product with warmth. For me, the idea is great.  I doubt, however, that the heat coming from the roof is associated with the message. Perhaps they should have added a mouth-watering smell to increase the link between brand and experienced warm feeling . 

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