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.