Trademarking smells?

A Lithunian pizzeria chain Cilija wants to trademark the smell of pizza.

They're claiming the local population associate pizza scent mostly with the restaurant and want to trademark the pizza scent for use in advertising. Since smelloads haven't been invented yet Cilija only plans on mentioning how pizzalicious their food smells. No other restaurant would be able to do that if the trademark is granted to Cilija.

I think the whole thing stinks.

-TPP