Florida Lottery Captures ‘Smell of Success’ in New Scent

There’s a new scent in town. And no, it’s not by a high-end designer house or, as was the case not long ago, a car manufacturer. This new fragrance comes courtesy of the Florida Lottery.

To promote its Gold Rush Doubler scratch-off game, Florida Lottery called on its AOR, Tampa-based agency PPK, to develop a custom fragrance simply coined Doubler. The stunt, part of a campaign that kicked off Monday and a first for the Florida Lottery, is supported by visual assets that borrow elements from classic fragrance advertising tropes, from the rugged, overly intense characters to the hushed dialogue laced throughout the 30-second ad spot.