Famous Amos
Wonder From The World Cookies
When Famous Amos came out with their premium Wonders From The World cookies with ingredients sourced from around the world, we knew we had to change people’s previous conceptions of their cookies as vending machine cookies. The trick was, to do that, we just needed people to actually try them.
Taking inspiration from the fact that 80% of what we taste comes from our sense of smell, we decided to get people to “try” our cookies through their scent.
So, we blanketed all of lower Manhattan with the scent of our new cookies
and let New Yorkers follow their noses to One World Trade Center for an immersive three-part sampling experience transporting people to each of the different regions where we sourced our ingredients.
Belgian chocolate
Mediterranean hazelnut
Coconut from the Philippines
How did we do it?
We worked closely with a “scent-ologist” (glad that that’s someone’s job) to re-create the scents of our three new cookies in the form of scent pellets. When these scent pellets were placed in front of a fan, the sweet, sweet smell of cookies would fill the air. Believe it or not, that was the easy part.
To blanket lower Manhattan, we needed an army of people to distribute these scents.
So we put fans in backpacks and had people walk the streets.
and on bikes.
And outfitted SUVs with giant fans to crisscross the major streets.
The Results
This project certainly had its challenges. Any time you’re creating an in-person experience during the pandemic, there are a lot of moving parts. We had to reimagine quite a bit mid project because of the Delta variant. Despite this, it was a big success.
We secured 433M impressions and 494 placements. Outlets like Thrillist, Teen Vogue, and Buzzfeed covered the story and influencers like @MNMTwinz and @collectingcandy followed their nose to the experience for a taste. We gave out thousands of bags of cookies and hopefully created a bit of much needed fun for the city of New York.
