MARKETING OLFACTIF ON THE TOUR DE FRANCE

Did you notice this characteristic smell when the Dr Oetker ristorante caravan passed in front of you in July ? Well it did smell Pizza didn’t it ?

          I have still a special feeling when thinking to it. It was on the 1^st stage of the Tour last July. The night before had been very long after the soccer game between France and Brazil, when the clock rang it was just time for me to check-out at the hotel and to drive to the caravan parking to make photos and see the news. I left before the caravan in order to get close from the start in the centre of Strasbourg . When Dr Oetker ristorante (this brand makes and distributes Pizzas), I was really hungry that’s only a couple of seconds after I realize the effect of this smell around the caravan.

 Dr OETKER Ristorante caravan, all for your senses, sound, beautiful decorations and smell...I did not taste them yet !    Photo : P. ORSINI

  Recently looking for more info on the system used, I did found some on the internet. When visiting the sympathic Maracoudja team (www.maracoudja.com )  last Monday (they make some of the caravans and especially that one), we discussed a while about this item.

             There are different systems mainly depending on the volume into which the smell has to be spread. From the old “Lampe Berger”, the aromatized candle to the big diffuser you have the choice.

             Maracoudja tested two systems a first one using a brick (including the perfume) must be roast to evacuate the smell. The second system and widely spread is to nebulize a liquid and to blow the mixture into the air. The second one was easier to integrate. 

        

 

  Café Grand-Mère caravan is using perfume diffusion since its first apparition in 2002. Photo : P. ORSINI

             The installation has been designed and produced by  José Martin. He made his own company – SIGMACOM – in 1988 (see http://www.sigmacom.fr/ for more information)   

 His patented system is only using mechanics (I suppose like an engine injector) to generate micro-particles of the liquid. There is no extra gas used and not more than 3 cl/hour are needed for a volume like a supermarket hall. With this process, it is possible to diffuse several perfumes the ones following the others.

   The system from the outside - Photo SIGMACOM

•  From 1997 to 2000 a coffee smell was diffused for the MAISON DU CAFÉ CARAVAN
•  From the 2002 Tour de France a coffee smell was diffused for the CAFÉ GRAND MERE CARAVAN
•  In 2003 the system was used for the BRIOCHES LA BOULANGERE
•  In 2006 Dr OETKER RISTORANTE was smelling very good on the road and still the CAFE GRAND MERE.