The #SoundOfSmell

For Pine-Sol

People didn’t know Pine-Sol makes a family of scents, like lemon and lavender.

Like scents, songs trigger specific emotions. So, what if you could smell with your ears? I know, crazy thought.

We partnered with Spotify to curate a series of songs for each Pine-Sol scent, letting listeners experience each scent through sound.

 

We launched the campaign on Twitter, utilizing their Spotify functionality so users can listen without leaving the platform.

 
 
BrianLamy_PineSol_SoundOfSmell_1.png
BrianLamy_PineSol_SoundOfSmell_2.png
 
BrianLamy_AskABabyBoomer_3c_Static.png
 
 

We even sent smell waves to listeners on Spotify. Yes, actual smell waves.

 
BrianLamy_PineSol_SoundOfSmell_4_Spotify.png
 
 

And we created sound experiences, instead of a “radio ad”. Shoutout to the #PineSolLady.

 
BrianLamy_PineSol_SoundOfSmell_5_1of3_Spotify.jpg
BrianLamy_PineSol_SoundOfSmell_5_2of3_Spotify.jpg
BrianLamy_PineSol_SoundOfSmell_5_3of3_Spotify.jpg
 
 

We curated playlists on Spotify to match each Pine-Sol scent. From electric beats to the feel-good beach vibes of Sparkling Wave.

 
 
BrianLamy_PineSol_SoundOfSmell_6_1of3.png
BrianLamy_PineSol_SoundOfSmell_6_2of3.png
 
BrianLamy_PineSol_SoundOfSmell_6_3of3.png
 
 

For those without Spotify, you could still listen on pinesol.com.

 
 

And then came the tweets.
From the curious to the thrilled.
I’m with @bbreaden, #daftpunk.

BrianLamy_PineSol_SoundOfSmell_8_1of3.png
BrianLamy_PineSol_SoundOfSmell_8_2of3.png
BrianLamy_PineSol_SoundOfSmell_8_3of3.png
 

Now go ahead, smell with your ears.



 
 

Tags: Art Direction, Branding, Copywriting, Creative Strategy, Digital Design, Digital + Social, Graphic Design, Integrated Marketing, UI/UX Design, Visual Storytelling