Miller Lite Survey Finds that Indy Smells Like Motor Oil and Engine Exhaust

Indianapolis Residents Vote for City's Signature Scent

Jul 28, 1998, 01:00 ET from Miller Lite

    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
     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