Wake up and smell the coffee? DC Thomson claims Scottish newspaper first | PressGazette
Scottish publisher DC Thomson is claiming a “first for a Scottish newspaper” this morning after publishing a “bespoke scented advertisement” – claiming readers of today’s print edition of the Press & Journal will “open their newspaper and experience the aroma of coffee” . In a release the company said: The magenta ink in the full-page advertisement is infused with the smell of coffee. DC Thomson’s Advertising and Creative Teams came up with the innovative idea after being commissioned by Aberdeen-based IT company BusinessPort. Head of Commercial Mark Hopkins said: “BusinessPort wanted a pioneering advert that would really stand-out from the crowd and help to attract new business, promoting their products. Our Advertising and Creative Teams worked together to devise this campaign. “Previously, newspapers have had ‘scratch and sniff’ type advertisements but the magenta ink being used in our advertisement is actually impregnated with the scent of coffee. “It’s a first for a Scottish newspaper and we’re confident it will not only get people talking about the technique, but also talking to BusinessPort about their products and services. We’re very excited to be leading the way like this in offering innovative advertising solutions.” The advert is being supported with in-paper promotions and radio advertisements, as well as through social media including Twitter.