The Sunday Times of India, 19th February 2012 in Mumbai, New Delhi and Bengaluru have a unique dimension to it as it broke the olfactory (smell) sense barrier. Each copy filled the air with the coffee aroma, thereby spreading richness of Hindustan Unilever's flagship coffee product, Bru Gold.
I had been working on this idea for a while and am glad, it has been effectively implemented by HUL with TOI, in multiple states. I demonstrated the unique idea with a sample when I learnt that HUL was planning to launch Bru Gold in the premium range. Senior executives at Hindustan Unilever were thrilled that they could drive home the richness of fine coffee by getting consumers to experience the aroma.
I always look for innovations which are relevant to the brand and never use them as gimmicks and what can be a better reminder to readers of a morning newspaper than the aroma of coffee? Aroma of food products can create a sense of craving & can be very effective way to lead the reader to consume it.
In past, 'scratch-n-sniff' had been the only way the sense of smell was addressed but it had several limitations. A patch containing tiny bubbles encapsulating aroma chemical was stuck as an additional operation, for which time & cost did not permit its execution in newspapers. Also, when one scratches the patch, a very small quantity of aroma is released lasting for a very short time.
With this new technique, the reader gets a pleasant surprise of smell, without having to scratch, as the whole newspaper spreads aroma, which lasts for days.
email@example.com was engaged as a consultant by both, Hindustan Unilever & The Times of India group for this project.
In a world where it's critical to stand out in a crowd, an idea when executed effectively can be a winner and this can be a unique consumer experience every time a new fragrance is given.
The entire concept, planning and execution of the project were supervised by firstname.lastname@example.org.