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
"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