Those of you who regularly read my blog know I love data, print and problem solving. I also love reading and hearing about innovations in print. Because, contrary to popular belief, print is not a dying industry. In fact, it’s the opposite. The print industry has the opportunity to evolve, and innovate, to remain relevant. And when I see examples of interesting marketing campaigns utilizing print, I rejoice. My last post about print innovation was about an interactive print ad that changed colors when readers pushed color buttons.
Today I am linking to an article that talks about a recent Johnson & Johnson campaign in India. Newspaper readers of two of India’s major newspapers may have been surprised to find their copies on January 29 smelled like baby powder. The “Power of Gentle” campaign used a special technology to infuse J&J’s trademarked baby powder scent onto newspapers.
The power of smell. Read the entire article here.