Why an Insurance Company Created a Scented Print Ad That Releases the ‘New-Car Smell’

GS&P hopes to form a sensory link between Liberty Mutual and car shoppers

Liberty Mutual created an ad that it hopes will stick in the memories of car buyers. Goodby Silverstein & Partners

Call it eau de new car.

@GabrielBeltrone gabriel.beltrone@gmail.com Gabriel Beltrone is a frequent contributor to Adweek.