Miller Lite Survey Finds Boiled Crawfish to be New Orleans' No. 1 Odor

New Orleans Residents Vote for City's Signature Scent

Jul 02, 1998, 01:00 ET from Miller Lite

    MILWAUKEE, July 2 /PRNewswire/ -- In celebration of Independence Day and
 the many tastes New Orleans residents will be enjoying on the riverfront this
 weekend, Miller Lite has taken the opportunity to pay homage to the scents of
 New Orleans as well.  According to a "scent-illating" Miller Lite survey of
 more than two hundred men and women (21 and older), the aroma of boiled
 crawfish is the smell that defines New Orleans.
     The survey was conducted in support of the Miller Lite Scratch 'n Sniff
 summer promotion.  Seventeen scratch 'n sniff winning-scents will be affixed
 to plastic lids on top of Miller Lite beer cans.  Beer drinkers who get a
 scratch 'n sniff can in their packs of Miller Lite will know instantly if
 they've won, just by smelling the sticker under the plastic lid.  For example,
 if you scratch your can and smell suntan oil, you win a trip to a Sports
 Illustrated Swimsuit Issue photo shoot or if you smell burnt rubber, you will
 get to hang out with Rusty Wallace's pit crew at a car race.
     Behind the boiled crawfish, which was chosen by 49% of those surveyed, the
 scents of the French Quarter, post-Mardi Gras (26%) and jambalaya (16%) ranked
 second and third as trademark New Orleans aromas.
     Freshly-cut grass was voted the smell that reminded people most of summer
 with a convincing 55%, while suntan oil (22%) and grilling beef (16%) earned
 runner-up honors.
     "Scents can make us very nostalgic, bringing us bark to very specific
 times and places," said Dr. Alan Hirsch, founder of the Smell & Taste
 Treatment and Research Foundation and Miller Lite Scratch 'n Sniff
 spokesperson.  "Apparently, the smell of boiled crawfish reminds quite a few
 people of New Orleans."
     Miller Lite also explored the scents of love and romance as well.  The
 scent most New Orleans residents found to be the biggest turn-off was bad
 breath, claiming 40% of the votes.  Other aromatic turn-offs included bad body
 odor (26%), heavy cologne/perfume (18%) and musty sheets (9%).
     For those who want to set a romantic scene, try wearing cologne or perfume
 or applying a little suntan oil.  The survey found that the top-tiered
 turn-ons were cologne/perfume (67%), suntan oil (10%), baking cookies (9%) and
 leather (7%).
     The Miller Lite Scratch 'n Sniff summer promotion marks the first time
 scratch and sniff technology has been used on such a large scale in the
 beverage industry.  The Fourth of July kicks off the second wave of prize
     Miller Brewing is a wholly owned subsidiary of Philip Morris Companies
 Inc. (NYSE:   MO).  Principal beer brands include Miller Lite, Miller Genuine
 Draft, Miller High Life, Miller Beer, Lowenbrau, Meister Brau and Milwaukee's
 Best.  Primary products from Plank Road Brewery, a small division of Miller,
 include ICEHOUSE and Red Dog.  Miller also brews Sharp's, a non-alcohol beer.

SOURCE Miller Lite