In a bold move to promote its new electric vehicle in Finland, KIA stunned both media and car enthusiasts by unveiling an unconventional gift: a perfume that smells like gasoline.
This exclusive product is designed for customers purchasing the KIA EV4, available in limited quantities.
The concept stems from a desire to ease the transition for traditional car owners into the electric vehicle world, where the familiar sounds and scents of combustion engines are nearly extinct. Instead of solely focusing on green technology, KIA creatively evokes nostalgia for the internal combustion era with a touch of humor and sentimentality.
The perfume is packaged in a mini fuel can designed to hang inside the car. Upon opening, users experience a unique blend of jasmine, birch tar, motor oil, and metal, creating a sensation akin to “standing in an auto garage,” as described by the brand.
Executed by Astara Auto Finland, KIA’s importer and distributor in Finland, the campaign collaborated with Max Perttula, one of the country’s most renowned perfumers. The accompanying tagline humorously reads: “Miss the smell of gasoline and fuel stations in the era of electrification? We’ve got the cure for that nostalgia.”
Beyond its comedic appeal, the campaign highlights KIA’s commitment to bridging the emotional gap between generations of drivers—from those attached to the distinctive sounds and smells of gasoline engines to the new wave of electric vehicle adopters.
TH (Tuoitrethudo)
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