IPC Connect and IPC Innovator are claiming a world first after
securing a deal with Lever Brothers to produce on-the-page smelly
The technology works by combining fragrance with ink, which is applied
as a fifth colour in the printing process.
Readers can release Lever’s Jif bathroom mousse ’mint fizz’ fragrance by
rubbing a finger across the ad.
The campaign has been booked into Connect’s Woman, Chat, Woman’s Realm
and Woman’s Weekly and will benefit from a combined circulation of more
than two million. The fragranced ads are supported in the titles by
unfragranced versions and a competition to win a bathroom makeover.
The deal was struck by Connect senior sales executive Matt Downs and
Innovator new product development manager Sue Nuttall.
Innovator sales director Steve Hickman said the technology had opened up
a whole new advertising market for products such as washing-up liquid
Initiative Media planning manager Erica Beven said: ’This adds a new
dimension to Jif’s communications.’
Hickman said: ’We have invested a lot of effort in new product
development and are talking constantly to printers about new ways of
enhancing press ads.’