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
"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
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