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The Cheesecake Factory - "What does joy smell like?" - Pereira & O'Dell

  • What does joy smell like?
  • The Cheesecake Factory
  • The Cheesecake Factory
  • Pereira & O'Dell
  • United States
  • What does joy smell like
Product CategoryCatering & Fine Restaurants
More Information
Date of First Broadcast/PublicationDecember 17, 2012
Media TypeWeb Film / Viral


The Cheesecake Factory appeals to the senses with the tantalizing aroma of holiday cheer. On December 1st on a chilly and overcast day in Philadelphia, teams dressed in all white handed out over 1,000 unbranded balloons. The balloons carried a simple message, “Pop it”. Once popped, the balloons according to color would reveal the scent of Peppermint Bark Cheesecake (for red), Chocolate Tuxedo Cream® Cheesecake (for brown) or Original Cheesecake (for white).

Inside the balloon was a special message from The Cheesecake Factory reading “Try a slice on us” which was redeemed for a gift card good for one complimentary slice of cheesecake. The holiday stunt was designed to capture a magical moment of joy through a sensory experience in a truly surprising way bridging the gap from olfactory senses to taste buds made possible by an act of kindness and a slice of joy.