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 distribution. 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