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Newspaper’s readers wake up and smell the coffee

A Scottish regional daily has today scored a first with a coffee-scented advertisement.

Readers of the Press and Journal literally woke up and smelt the coffee after it published the bespoke scented advert for an Aberdeen-based IT company.

The ink in the full-page advertisement was infused with the coffee aroma in a bid to make the advert stand out.

Publisher DC Thomson’s Advertising and Creative Teams came up with the innovative idea after being commissioned by 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.”