Ferrari made a scratch & sniff calendar for $100 a pop and they’re all already sold out.
Every luxury performance brand does more than just sell cars. They’ve all got licensing deals to sell pretty much anything and everything, from teacups to baseball caps to full apparel lines. Some even sell luggage, while others have branded lines of home furniture. Bugatti even makes a branded hookah.
However, Ferrari may have just taken the crown of best merchandising idea in the history of supercar brand merchandising. They have made a 2019 calendar where the owner rubs a specific area to experience that specific car’s odor.
In other words, they made a scratch & sniff calendar.
Jalopnik has notified us of Ferrari’s genius in selling a 2019 calendar for 85 euros each, or roughly $97 USD. Called "Ferrari Myth 2019", the Italian supercar maker limited production to just 5,000 units which have already sold out. That means Ferrari made roughly half a million dollars on scratch & sniff calendars.
That’s the power of a brand, people.
Each page of the calendar "features evocative images of new and historic Granturismo and Ferrari racing cars," according to the Ferrari store, but also “for the first time offers a stimulating sensory experience.”
What could that be, you ask? "The 2019 edition is even more extraordinary as you’re able to fully immerse yourself in the world of Scuderia Ferrari by using an app that allows you to experience unique smells and sounds."
Yes, not only is there a scratch and sniff component to the calendar, but there is also an accompanying phone app that lets you hear the engine noise of whatever car happens to be up for that month.
Before we close, it behooves us to remind you that 5,000 people thought that paying $100 for an analog calendar was a good idea, and that rubbing their fingers over said calendar so their hands could smell like new Ferrari was also a fantastic plan.
Alright, Lambo--time for you guys to make scratch & sniff greeting cards. Tis the season.