Brand: Kraft
Execution: Print
Target: Women 25-54
Rating: ****
Reviewer: David
Description:
For the fourth year, Kraft is sponsoring a special holiday issue of People which is being sent to 1mm of People’s 2.3mm subscriber audience (the mid-life women). The issue will feature ads for Philadelphia Cream Cheese, Chips Ahoy, Jell-O and cinnamon coffee which are embedded with ‘rub and sniff’ technology (the successor to ’scratch ‘n sniff’) allowing consumers to smell the aroma of fresh cheesecake or coffee. The new technology apparently prevents the premature release of the scent during the delivery process. For more see Brian Steinberg’s article in the Wall Street Journal here.
What Works:
In his well-regarded book Brand Sense, Martin Lindstrom reminds us that most marketing activates only two of the five senses - sight and hearing. Smart marketers with tangible products can use touch, taste and smell to add to the brand experience. Mercedes, for instance, has patented its ‘new car smell’ […]
Published by david
Continue reading: Kraft Revives Scratch ân Sniff
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