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what’s that smell?

September 17th, 2008 Posted in brands




Recently I saw this Martin Lindstrom video about Crayola’s odourless marketing mistake.

For those of you who did not use Crayola while growing up, here’s a quick refresher course.

Crayola is the coolestest brand of crayons in the world. They’re fun and they’re the bestest :D

And yea, they have a distinct smell that’s waxy and quite pleasant.

Crayola’s smell brings back memories of rainy afternoons spent colouring Cinderella books. Which is why Lindstrom’s video is of great importance. He tells us that Crayola no longer smells that way and neither do their stores.

A brand isn’t just the logo or the colour right? Smell is an important part, especially when it’s as distinct and happy like the crayola one.

I can only think of Lifestyle when I think of a brand with a distinct smell in India. Maybe Parachute would qualify too.

Anything else that comes to mind?

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This entry was posted on Wednesday, September 17th, 2008 at 12:03 am and is filed under brands. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
  • Aparna

    Fevicol!!!

  • Aparna

    Mercurochrome medicine – very popular in Mumbai in 1980s and early 90s. Anytime we had a minor injury, mom used to apply it. The best part about it was its bright red colour which would stain your skin for days. Going to school the next day was always an event as everyone would gather around to see your injury, thanks to the very eye-catching red colour. But besides its appearance, the medicine also had a very distinct smell.

  • Aparna

    Besides this, there was the pink bottle of Ponds talcum powder, the old one. Very distinct smell. Reminds me of childhood and my Nani. She always used it :-) .
    Other examples like Iodex, Moov & Margo soap are of course there…

  • sonali

    pond’s definitely. but for me the lavender fragrance evokes stronger memories. even today it takes me back to my summer vacation and my aunt who used it.

    also nivea cream. very very distinct.

    and there is another smell i can recall, but it’s not a specific brand. new doll smell anyone?

  • jasmeeta

    the smell of a nirula’s pizza – very distinct from dominoes or pizza hut!

  • Khyati

    this sure reminds me of johnson & johnson baby soap…

  • thisisme…

    I could not remember any smell as such..but, certainly it reminded me of my kids drawing, they fighting for the crayons, always hiding those they have and asking for a new packet…its so much fun…

    For a while after seeing the packet, i felt like coloring some real good sketches…hahaha…

  • Sonal Jhuj

    @ aparna: wow, that’s a nice list of stuff that I totally forgot about :)

    @ sonali: it’s amazing how our senses bring back so many memories. i sure feel great every time i smell a crayola.

    @jasmeeta: spoken like a true delhi-ite :)

    @khyati: johnsons.. how can we forget that. it instantly reminds me of tiny pink toes and a toothless smile :)

    @thisime: every time i visit a store and see crayons i feel like buying a whole bunch of them. They will never stop being fun :)

  • Shaunak Sastry

    Are you too young to remember Waterbury’s Compound? That is a distinctive smell for sure. What about Cod Liver Oil (Seven Seas, was it called?) .. The horrors of juvenile fortification!

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