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Pillsbury is filling select theaters with the scent of cinnamon rolls.

Pillsbury is filling select theaters with the scent of cinnamon rolls. They’re pairing the scent with an ad about their product in the smell-a-vision campaign, to encourage viewers to buy their dough in the lead up to the holiday season. The experiential campaign is coming to just 25 theaters and will precede family-friendly holiday movies like The Grinch. A series of TV spots and social media posts will reach those who can't make it to one of the theaters as well. (Ad Age)