Sweet chocolate aroma :: Now Smell This

Every few seconds, for the past week, spritzes of sweet chocolate aroma are pumped into one of the pedestrian tunnels in the station, part of a two-week marketing campaign for Magnum Ice Cream. A crackling noise, meant to emulate the sound of biting into a coated ice cream bar, plays on repeat.

“I hate it,” said Melvyn Yap, a scientist who commutes through the station twice a day and noticed the smell as soon as the campaign launched on March 9.

— Read more in A Smelly Ice Cream Ad Tempts Few London Commuters at The New York Times.

[One commuter] said: “I work in advertising and marketing, and I really admire the idea but I’m not sure they accounted for some of the other odours that might be in this enclosed tunnel. “The combination of the smell of urine and the chocolate isn’t doing it for me.”

— Read more in Commuters split over chocolate-scented advertising at BBC.