Dunkin’ Donuts Uses ‘Flavor Radio’ to Turn Korean Bus Riders into Pavlovian Pooches

Hear jingle, smell coffee, buy Dunkin’ Donuts. Repeat ad infinitum.

That’s the basic premise behind an ad campaign tested on public buses in Korea earlier this year. Using sound-sensing scent sprayers, Dunkin’ Donuts’ “Flavor Radio” would unleash the smell of coffee on unsuspecting commuters after hearing the chain’s ad and jingle. Played right before a stop with a Dunkin’ Donuts location, the ad sent listeners off with the following dialogue (in Korean):

Woman: I got coffee for you, too, honey!
Man: Wow! Where did you get this? It smells delicious!
Woman: At the Dunkin’ right here!
Announcer: Dunkin’s coffee is waiting for you right at your stop.

Cue the jingle, the subsequent scent-fest and more than a few surprised sleepyheads eager to quench their thirst right at the next stop. Despite the arguably invasive technique, such visceral approaches apparently really work, with visitors at stores on routes with the scent dispensers increasing by 16% and coffee sales at those locations increasing by 29%.

Unfortunately, there have been no plans announced to bring such subliminal psych-olfactory public transportation trickery over to the States, but if that changes, we’re all ears. Or noses. Whatever.

Here’s a video explaining the process:

[Via The Atlantic]

More content

Products
Dr Pepper Hops On Cherry Trend With New UK Valentine’s Day-Exclusive ‘Cherry Crush’
Just in time for the most romantic day of the year, Dr Pepper is adding a new limited edition flavor to its Zero Sugar line.…
,
CultureEating Out
McDonald’s Links Up With WNBA Star Angel Reese For A Game-Changing Meal
McDonald’s and basketball have history—decades of iconic commercials, the McDonald’s All American Games, and now, The Angel Reese Special. Starting February 10, the LSU champ…
,
Butterbeer Season 2025 Brings Magical New Treats From Goldfish, Hershey’s, Keebler, And Pocky
For Harry Potter fans, Butterbeer isn’t just a drink—it’s an experience. First introduced in Harry Potter and the Prisoner of Azkaban, the frothy butterscotch-meets-shortbread concoction…
,
Burger
We Deliver!

Enter your email address below and we'll deliver our top stories straight to your inbox