Lidl, a German supermarket chain, wants to remind its customers of the joys of summer. And clearly, there’s no better way to do that than to spritz them with the scents of an outdoor barbecue. Its new perfume, Eau de Grill, promises that you’ll smell like a cookout long after the grill goes cold.
Watch a mustachioed man (the perfumer Max Perttula) turn the best smells of summer into a lab-birthed scent in the ad (in Finnish):
Smell is a powerful memory stimulant, and there's no doubt the makers of Eau de Grill are hoping the sweet smells of smoked meat and forest air will bring back a rush of nostalgia for outdoor cookouts.
The YouTube description of the ad describes the scent thusly (thank you, Google Translate!): “A touch of the lake water, a hint of burning coals of fire, and a healthy dose of lust of the flesh.” In other words, like rubbing birch trees and grilled meats all over your body. Yum.