Saturday, September 8, 2007
Smells like Teen Spirit...smells like consumerism...just smells
The Los Angeles Times has an implicit message for dedicated blackberry bashers and dedicated cyber-surfers in its weekend edition: Bite Me. Er, let's rephrase that to Sniff It.
The West Coast newspaper is experimenting with a vanilla-wafting scratch'n'sniff advert for an upcoming kiddie movie, called Mr Magorium’s Wonder Emporium. The cost is double a normal ad insert for their movie supplement (which is a big deal in La-la-land, where everyone obsesses about the film-industry.) It is aimed specifically for consumers of print media.
Next comes Mojito-laced "Peel and Lick" (without the kick) ads in Rolling Stone.
This is the latest wheeze in a stinking saga of magazines laden with clashing fragrance ads. Maybe not as innovative and edgy as the promoters want us to think...but the consumer is supposed to activate the ad before the stink is released.