The advertisements for "McCain Ready Baked Jackets," a microwaveable baked-potato product reminds Metcalfe of a disastrous "smellvertisement" promotion unleashed in San Francisco in 2006 as part of the "Got Milk" campaign.
"The ads included a scent strip that gave off the essence of fresh-baked cookies, a nice change from the usual reek of the urban environment. They lasted all of 36 hours before the city forced their removal. Among the groups that raised a stink were people concerned about obesity and diabetes, people who thought they might cause allergic reactions and advocates for the homeless, who worried the imaginary cookies might make the poor feel hungry."
Metcalfe discusses the long-term prognosis for the smellvertising sector with Carmine Santandrea, head of the Santa Barbara-based fragrance firm, ScentAndrea.