MILWAUKEE, July 28 /PRNewswire/ -- According to a "scent-illating" Miller Lite survey of more than two hundred men and women (21 and older), the aroma of Indianapolis race tracks best define the city. These results are especially appropriate this week in light of Saturday's big race. The survey was conducted in support of the Miller Lite Scratch 'n Sniff summer promotion. Seventeen 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 smell from Indianapolis race tracks, which was chosen by 42% of those surveyed, the scents of beer in Broad Ripple (27%) and hot dogs at the football stadium (17%) ranked second and third as trademark Indianapolis aromas. Freshly-cut grass was voted the smell that reminded people most of summer with a convincing 33%, while grilling beef (26%) and suntan oil (25%) earned runner-up honors. "Scents can make us very nostalgic, bringing us back 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 motor oil and freshly-cut grass will remind quite a few people of Indianapolis in the summertime." Miller Lite also explored the scents of love and romance as well. The scent most Indianapolis residents found to be the biggest turn-off was bad body odor, claiming 39% of the votes. Other aromatic turn-offs included bad breath (34%), heavy cologne/perfume (15%) and musty sheets (7%). For those who want to set a romantic scene, try wearing leather with a dab of cologne or perfume. The survey found that the top-tiered turn-ons were leather (31%), cologne/perfume (30%), suntan oil (22%) and sweat (13%). 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. Prizes are being distributed in two waves, one started Memorial Day, then the other on the Fourth of July. Miller Brewing is a wholly owned subsidiary of Philip Morris Companies Inc. 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