M/R Makes Scents of Oregon Lottery Game

LOS ANGELES Moffatt/Rosenthal has launched a campaign introducing a peppermint-
scented scratch-it game for the Oregon Lottery.

The introduction of the Candy Cane Cash scratch ‘n’ sniff game is supported by television and radio ads, as well as point-of-purchase materials.

One 30-second TV spot features the nostalgic animation style used in television specials like Rudolph the Red-Nosed Reindeer and Frosty the Snowman. It opens with a motorized tie rack gliding across a snowy landscape as it proclaims, “Welcome to the island of unexpected gifts. I’m Tommy tie rack. I organize ties.” Also on the island are “Gladys the kitchen gadget,” who says that she can slice, dice and julienne, and an animated Candy Cane Cash card. When Tommy asks Candy Cane Cash what it does, it proudly exclaims, “I smell!” The ad retains “Playtime” as a tagline.

Media spending on the campaign, which will run throughout Oregon, could not immediately be determined. The lottery spent $1.5 million on ads in 2002 and approximately the same amount through September 2003, according to Nielsen Monitor-Plus.

Candy Cane Cash has a $25,000 top prize. The peppermint scent is released when the player scratches the ticket.

Moffatt/Rosenthal in Portland, Ore., has worked with the lottery since1994. Rob Rosenthal was the creative director on the campaign. Ben Carter handled art direction and Geoff Rogers was the copywriter. Bent Image Lab, also in Portland, created the animation, which is meant to duplicate the look and feel of ’70s animated classics.