Christopher Brosius is a New York perfumer who creates fragrances as art rather than fashion. And his olfactory creations, which include Burning Leaves, Just Breathe, and In the Library, are said — for better or worse — to smell very much as their names imply. 
Now Brosius is believed to be working on developing a perfume that is “invisible” — has a scent that is noticeable to some and yet undetectable to others (kind of how things are argued to be under the asparagus smell theory).
If we were to categorize media in the same way as these perfumes, some would certainly put radio in the “invisible” category. But despite all the time and focus being directed to new media and technology nowadays, radio can’t fairly be regarded as dead. And when done right, radio advertising can still be a very effective and creative way to deliver a brand’s message to its target audience. Go on and click on the examples below:
1. Naturia dog food (Germany) — “Dog Radio” uses specific sounds to manipulate the behavior of listeners.
2. Senokot laxatives (South Africa) — “Captain’s Log” draws on well written copy to create a very vivid and humorous image for the listener.
3. Isuzu F-Series (South Africa) — “Flipping Fantastic Trucks” capitalizes on smart word play to ensure that the listener easily remembers the name of the product.
See what I mean?
Photo credit: Gabriel S. Delgado C.
