Coty scratch-and-sniff daisies bloom in Toronto

Perfume lovers can hit transit shelters and street columns along Toronto's fashion mile to take in the scent of Marc Jacobs' newest fragrance.

No need to stroll into department stores to get a whiff of your favourite new perfume these days. Just walk along Yorkville’s Fashion Mile in Toronto, where fragrance co Coty Canada has planted daisy-shaped scratch-and-sniff decals on transit shelters and street columns along Yonge Street, Bay Street, Cumberland and Avenue Road for passersby to sample.

Targeted at women 18 to 24 with media handled by OMD Canada, it’s the latest launch tactic the brand has created along with partner Astral Media Outdoor to promote its new Daisy Marc Jacobs perfume.

To help draw attention to the street-level advertising – a promotional team was hired to patrol between the transit shelters and simulate the act of scratching and sniffing the daisies.

‘Daisy is such a fun scent that we wanted to do something innovative to catch attention, while also generating trial,’ Coty Canada director of marketing Kim Husted tells MiC. ‘Rather than doing traditional sampling [with] scent strips, we felt using the scratch-and-sniff stickers would be a unique, interactive way for people to sample the fragrance since it’s not something you would normally come across,’ she says.