"For Coles, the scent of a hot cross bun evokes emotions and memories for our readers who have purchased them every Easter for as long as they can remember."
inline application and allows for continuous production without speed or quality disruptions.
Sweet smell of success in Coles print campaign
as it is being printed. NewsScent is an Saucony Collaborations 2017
The campaign displayed two full page ads marketing Coles' new Heston Blumenthal lemon myrtle hot cross buns, with one page releasing an aroma, when rubbed, similar to that of the product. The ads ran in Fairfax Media, News Corp and West Australian papers.
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"Using NewsScent,advertisers can choose from virtually any fragrance which they would like to associate with their brand, from fresh cut grass to coffee and even perfume from products the micro encapsulations protects the integrity of fragrances, stopping them from bruising and delivering strong sampling results," he said.
campaign run by Coles in last weekend's major newspapers, indicate an increased demand by advertisers for creative approaches to print advertising.
The papers publishing the ad used Reed Pacific Media's NewsScent technology to spray the fragrance onto the newspaper Reebok Rose Pale
Mr Thompson said that Fairfax used micro encapsulation technology to create micro bubbles of the hot cross bun fragrance on the Reebok Mens paper, so that when readers rub it the capsules break open and release the NewsScent aroma sprayed on the page.
"This type of experience allows an advertiser to engage with their audience via a sense not normally used in other forms of traditional advertising smell," he said. "Connection through a sensory experience allows readers to instantly recognise a product."
William Thompson, the NSW manager of strategic publishing for Fairfax Media Publications, said that the company had seen an increase in requests for these kinds of solutions as "advertisers look for more bespoke and inventive ways to engage an audience".
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