Letters to the editor

The Sweet Smell of Success

Re: “Sniff Sniff” (April, 2007)

Thank you very much for your wonderful article on scent marketing. It is truly an exciting and growing category, and we appreciate your recognition of this phenomenon.

However, we felt the article was somewhat misleading, quoting only our competitor, Arcade, while visually referencing the many items our company developed and produced. These include the Kraft and Pepsi ads in People magazine and the Verizon Chocolate P-O-P strips.

Our company, Scentisphere (Scentisphere.com), has been at the forefront of this “Scent-Vertising” trend. We continue to introduce new technologies in this category. Our Rub'nSmell scent technology empowers any printer to print scent no differently then a fifth color.

Because of the economies that Rub'nSmell offers, consumer packaged goods companies can now afford to use scent in their advertising and even directly on their packages when in the past they could not.

One of our customers, Yankee Candle, has seen a significant increase in sales as the result of using our scented varnish in its catalogs.

We hear this all the time from our customers: scented advertising and promotion increases sales.
James Berard
CEO
Scentisphere
Valhalla, NY

Memories, Memories

Re: “Frankel's ‘Wake’ Begets A Party” (May, 2007)

Thank you for the nice Homework column about the end of Brand Frankel.

You covered a lot of ground in a small article and did it very well. Nice job, I am very pleased and I sent a copy to Bud Frankel and F-Troup this morning from your PROMO Web site.
Tom Charvat
Westmont, IL