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    Magpie

    Why Magpie? Because I like observing these sleek birds with a tapering tail. And like Magpies, I live with the burden of being a 'chatter', even though I believe that I am rather shy, reserved and unobtrusive :).

    Wednesday, October 11, 2006

    Advertising: Pepsi Brings Smell, Sound To Print

    Here is an example of how magazine publishers, media agencies and advertisers can get together to create memorable print campaigns:

    The print advertisement for Pepsi’s latest calorie-free drink called Diet Pepsi Jazz consists of an insert (in October 16 issue of People magazine) that aims to surround readers with the soda's colour, smell and ‘sound’

    The front of the ad shows a hand twisting off a bottle top and the word "Introducing."
    Open the four-page insert and a Pepsi bottle and music notes jump to life as a sound chip playing jazz music from a TV spot for the soda gets activated.
    The back page of the ad has a scratch and sniff strip that produces a whiff of black cherry and French vanilla flavours (two flavours the soda is available in).

    Called "The new sound of cola," the campaign was a joint effort between Omnicom's OMD and Pepsi's lead creative shop, sister agency DDB. OMD negotiated the buy with People magazine. To ensure higher visibility, the agency ensured that the ad would run not only in an editorially appropriate issue, but also in an issue without too many other inserts.

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    8 Comments:

    Blogger apucalypse now said...

    Speaking of creative advertisements, here's a collection of some amazingly clever, life-size concepts. Sadly, no magazine ads in the list, but could easily hold inspiration for some.

    6:19 AM  
    Anonymous Vasu said...

    If I remember right either Durex or KS had already done while launching flavoured condomns.

    4:41 PM  
    Blogger Simran said...

    Very innovative advertisement!

    6:55 PM  
    Blogger Magpie said...

    Vasu: Using smell (scratch & sniff cards) is common, many perfume companies advertise like that. Even texture can be shown nicely in print advertising as shown by the Colgate tougue-scraper-on-the-toothbrush ad.
    This ad is different--it offers sight, smell and sound--all together for the first time in print advertising.

    12:56 PM  
    Anonymous vasu said...

    okay, did not notice these finer points

    3:47 PM  
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