Eau de Pizza Hut

In December of 2012, Pizza Hut came out with a limited-edition perfume, which smells of “freshly baked, hand-tossed dough,” after joking about it on a Facebook post last August.

pizzahutperfume

The perfume was released to commemorate Pizza Hut Canada reaching 100,000 Facebook fans. Only 110 bottles were produced and shared the first 100 fans to send Pizza Hut Canada a message.

What started as a joke posted by Pizza Hut Canada’s Marketing firm to engage more consumers via Social Media, ended with the company, after much trial and error, creating a scent, Eau de Pizza Hut. Beverley D’Cruz, Marketing and Product Development Director of Pizza Hut Canada says: “What better way to celebrate our Facebook fans than by providing them with a way to enjoy the fresh smell of Pizza Hut pizza whenever they want!”

Eau de Pizza Hut is a perfect example of marketing/advertising in our 21st century media culture, demonstrating a major shift in the way that companies call attention to their products nowadays. This MASS MEDIA  to PERSONAL/PARTICIPATORY shift is evident and a major driving force in the way companies do marketing. Prior to social media platforms like MySpace, Facebook, and Twitter, campaigns were largely one way highways from the production studio to the masses, limiting customer interaction and participation greatly. With the rise of Web 2.0, everyone with Internet access is invited to the conversation.

As silly as the idea of  Eau de Pizza Hut seems to me, it was a successful way for Pizza Hut Canada to form a stronger relationship with it’s customers through Social Media. This perfume is a small way for Pizza Hut’s public to feel important and for this large multinational company to seem reachable.

pizza-hut-cologne-grease

NP 3/19

 

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3 Comments

Filed under Campaigns, Media Literacy, NP

3 responses to “Eau de Pizza Hut

  1. Very interesting you wrote about this-last week I was watching The Chew; a talkshow based on food and this product was tested by the hosts! Their reactions were as expected:why would anyone want to smell like Pizza Hut? From a marketing standpoint however, this is a very clever and funny way to get Pizza Hut on the forefront of conversation.

  2. Thanks for your comment Sam–I know, I would never want to smell like pizza! It’s amazing what a strange gimmick like this can do to attract conversation.

  3. Quinn

    No on the contrary I bought some to rate it on my blog and was very impressed it was not so much a pizza hut, as the sensation of being in the gardens of Babylon swinging through trees to reach a sauce lake then jumping in and eating it all only to find out it was a giants pizza and I ate all his sauce. You kinda see where I’m coming from?

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