Admittedly, it's a pretty funny idea: thieving from the always-present eau-de-whatever ads in fashion magazines and adding an olfactory element to your standard bus-station advertisement.
The idea, clearly, being that pleasantly scented stimuli might in turn result in addictive consumerism. You smell rose petals and honey dew, you might purchase Lancome's latest essence. If your sniffer detects pina-colada, it might just propel you to a near-by travel agent for a tropical get-away.
That's pretty much what a milk-lobbying group was hoping for when they associated chocolate-chip-cookie smells with their billboards.
Understandably, it back-fired.
Instead of drawing in idle bystanders it evidently caused moral digust by those fighting for the rights of allergy sufferers and -- dead serious -- the obese.
I totally get it. Seems like a fine line we don't want to cross. Just thinking about what advertisements for laundry detergent and football jerseys would smell like is enough to hold your breath.