IPC creates smelly Jif press ads

IPC Connect and IPC Innovator are claiming a world first after securing a deal with Lever Brothers to produce on-the-page smelly ads.

IPC Connect and IPC Innovator are claiming a world first after

securing a deal with Lever Brothers to produce on-the-page smelly

ads.



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

and shampoo.



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.’



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