Among the Europeans, they’ve always stood out for their trendiness and creativity: the Brits. The perfect culture to make a splash in microfragrance technology for newspaper advertising.
Readers could catch a whiff of the Caribbean in the Saturday edition of the
London Daily Telegraph, printed at Newsprinters locations in Broxbourne, Liverpool, and Scotland. As the first newspaper on the island, the Daily Telegraph donned a fruity melon scent. “Scratch’n’Sniff” was the name of
the game. Scratching bursts micro-fragrance capsules in the ink and releases the melon scent into the air. The tiny Caribbean island St. Kitts used this new technology in a lottery campaign to boost its tourism; melons are one of the island’s main exports. The Daily Telegraph ran the campaign ad in a travel supplement. More olfactory advertising, though for different purposes, appeared in the London Sunday Times: this time for the luxury perfume brand Chanel, on equally high-end, 60 gsm paper.