Ford Spain has created a perfume called Olor a Nuevo (which means “smells new”) – the scent of new car.
The fragrance forms the keynote of the car manufacturer’s new olfactory campaign, designed in association with Ogilvy Madrid to promote its Seleccion line of used cars.
It is promoting the range on the promise that these are “the only used cars that smell new.”
The idea is that the fragrance is spritzed on the interior of used cars to make them smell showroom fresh, eliminating the musty scent associated with buying an Arthur Daley style used car.
Ford Spain produced tongue-in-cheek radio and television commercials involving actual phone calls with used-car salespeople.
When asked if the cars they sold would smell new, every one of them said no.
Ford then also produced bottles of the scent and came up with an aromatic marketing campaign in which scented cards were hung inside public transport.
Olor a Nuevo is not the first bizarre scent to hit the market, with zany scientists Air Aroma recently recreating the scent of a new Apple product.
It certainly beats a cardboard pine tree dangling from your rear view mirror, but we don’t think anyone will be mistaking it for Tom Ford’s award- winning Violet Blonde any time soon.
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