In an article in Advertising Age there is talk about the Wallstreet Journal putting "rub and sniff" ads in their paper. Opposed to current magazines that have sample perfumes and colognes on a peel back panel Wallstreet Journal wants to take scratch and sniff to an easier level. New deas are springing up for new scents to be put into the readers nose. It is predicted that the idea of "rub and sniff" will take off in the advertising industry. You can view this entire article HeRe
Rub and Sniff sounds like a great idea to me. I think this is just to boost sales for the Wallstreet Journal because everyone knows that unless you are into buisness stuff the paper is boring!!! Like magazines with peel back panel for sampling perfumes, I feel this idea will take off! In the article it mentioned that they would have different scents for different ads for example an Ocean Breeze smell for a ad for traveling to the Carribian and a chocolate smell for candy bars and such. I think the whole idea is very unique and it should be supported.
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3 comments:
Wow! I think that's a great idea. Who would have ever thought they'd be bringing back the scratch and sniff? I just hope that all the smells are pleasant and not pungent. I mean what if there's an ad for some type of septic tank cleaner. I do not want to smell the scent of someone's bowels! Ha! I pray they keep it tactful.
I also think that it is a great idea. I would have also never thought they would bring that back.They put perfume in there but different things makes me wonder What kind of things?
Hopefully they will do it with common sense, and not put something smelly in there. I think that it may boost the sales, but the flipside is what if it doesn't go all that well? Then that would be a waste of money. Unless they are confident that people will enjoy their scratch, and sniff pieces in the WallStreet Journal then they should not be putting them in there.
I wonder if people will actually do the scratch and sniff. I rarely open the sample perfume flaps or lift the plastic on sample make-up in magazines. I am so busy reading the articles and looking at the photos and ads, that I don't care about smelling something that I have to actually open. Maybe other readers are different. Maybe they like to test new products and then go out and buy them.
I think the Wallstreet Journal, being as business-like as it is, will have more spunk and flavor added to it. Will it be a hit with old readers, and will it spark the interest of the new? I don't know if it will significantly attract others unless they are flipping through just for the scratch and sniff.
It's a very old school idea. I love scratch and sniff if it's the only thing in front of me. Wallstreet Journal is so professional, and scratch and sniff is so childlike, so that's an odd combination. I can picture business men having coffee and reading the Wallstreet Journal while smelling the pages.
Ads I'm sure will benefit if the smell sparks people's interest and senses.
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