Some goodbyes are harder than others. And science backs that up. Up to 40% of dogs suffer from separation anxiety when their owners leave, their distress showing in scratched doors, endless barking and shredded couches. Fur parents use toys, treats, and training to mitigate the distress but recent studies show there’s one key element that can actually reduce their stress: scent. Their owner’s scent. Dogs don’t need distractions. They need you. Or at least, the memory of you.

So BBDO Chile and NotCo AI developed personalised fragrances from owners’ actual scent profile using AI’s ability to identify the volatile compounds that make us unique. Aroma Best Friend is your aroma, bottled, so that a comforting piece of you stays when you leave.

The global campaign is built around an experiment created together with Giuseppe, NotCo’s Artificial Intelligence. Giuseppe is capable of generating flavours, aromas, and textures, and is behind groundbreaking products such as NotMilk, NotIceCream, and NotCheese, among others. The goal of the scent was to ensure that when the moment comes to leave the house, the dog can continue sensing its owner’s presence at home, even when he is not physically there. To achieve this, Giuseppe analysed the key molecules and scents that define the person’s daily life, from their diet to their perfume, from their workplace to the way they move through the city.

The fragrance can be used with any aroma diffuser, and there is currently a waiting list on the campaign’s website, where dog owners can sign up to be among the first to know about it.

Credits:
Creative Agency: BBDO Chile
Executive Creative Director: Álvaro Becker
Creative Director: Jordi Cáceres. 
Art Directors: Tamara Carrasco, Victoria Ríos, Mati Cubillos, Paul Veloso. 
Copywriters: Nohe Giron, Kabir Saba, Pablo Figueroa. 

Production Company: Alaska
Director: Gabo Larraín
Executive Productor: Ariel Paredes
Line Producer: Daniela Luchsinger