Alex Reid

Earlier this month, five San Francisco bus shelters were equipped with ads embedded with the scent of cookies to go with the “Got Milk” campaign being put on by the milk industry.

It’s called MagniScent®, which gives off the smell via scent-infused adhesives affixed to the inside of the bus shelters and undersides of the benches.

Louis Zafonte from Arcade Marketing – the company who setup the smelly ads – says it costs $30 per bus shelter for the smell to last a week.

“Scent is a primary driver of memory,” Zafonte said.