"Aroma delivery system" makes scent marketing a new possibility for the soft drink giant.

Pepsi may have a huge following but it is unlikely because of the aroma their stable of products give off, especially when you consider the chemical content for a lot of these drinks. In an attempt to remedy this problem, the company has resorted to “scent marketing” using a recently patented “aroma delivery system.”

The system uses gelatin capsules that rupture as soon as a container is opened, releasing a symphony of smells that will overpower a customer's senses. Filed in September 2011, the patent also proposes a secondary wax or biopolymer protective coating for the capsules that would prevent them from degrading during packaging and transport.

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