The Coca-Cola Co. (NYSE: KO) launched a new exhibit at the World of Coca-Cola, dubbed Scent Discovery. It’s the attraction’s first new permanent exhibit since 2011, the company said.
The exhibit involves customers being led through a “tour of aromas” — from sweet to fruity to spicy — that includes education about each scent’s origin and the science behind humans’ sense of smell and how it works with the brain to identify foods and recall memories. Employees also then provide “related beverage recommendations.”
“Many people don’t realize that flavor actually has more to do with smell than taste,” said Joanna Hobday, Coca-Cola’s group director of retail operations and administration, in a news release. “As a brand whose people are passionate about creating and providing the best-tasting drinks in the world, scent is at the core of what we do. Through Scent Discovery, we’re taking fans on an aromatic journey into the profiles they might find in some of their favorite beverages.”
The World of Coca-Cola, which closed to the public on March 16, reopened on July 15 with a reduced/controlled capacity. In line with COVID-19-related safety changes, the new exhibit is led by an employee and in small groups. Face coverings and social distancing are required.
The downtown attraction is among the most popular for Atlanta tourists, with 1.25 million customers in 2019. The prolonged coronavirus pandemic has decimated the city’s tourism industry and multiple large hotels have responded with major layoffs.