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)
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