“It all started with our fried chicken-scented sunscreen launch in 2016, which really kickstarted these PR stunts and the integration of our unmistakable KFC scent into some of them,” said Staci Rawls, KFC’s chief communications officer.

Like the Quarter Pounder candles, KFC’s promotions get people talking every time, and they sell out every time. Rawls attributes this to a social media-driven “rapid-sharing culture.”

— Read more in Why Brands Like McDonald’s And KFC Are Embracing Marketing Gimmicks Like Burger-Scented Candles at Forbes.

To entice auto buyers, insurer Liberty Mutual is running a print ad with a peel-back fragrance strip—the same kind used to sell perfumes. Only instead of citrus and sandalwood, it’s going for that heady and ambiguous cocktail of vinyl and plastic gases that come with a ride fresh off the manufacturer’s assembly line.

— Read more at Why an Insurance Company Created a Scented Print Ad That Releases the ‘New-Car Smell’ at Adweek.