John Waters takes over the world: LA Times to use scratch & sniff advertising

The Times’ execs have seen the future of marketing and it is … the odorama card from Polyester.

The Los Angeles Times is set to introduce scented ink in its advertising, delivering the smell of frosted cake to promote “Mr. Magorium’s Wonder Emporium,” set to debut November 16. The movie, a 20th Century Fox release, stars Dustin Hoffman and Natalie Portman in a tale about a magical toy store. The cake-scented ad will run in the Sept. 9 edition of its movie section, titled “Sneak.” The scratch-n-sniff ad is the latest gambit from the LA Times to attract print advertising and boost reader engagement with ads. Recently, the paper’s publisher David Hiller said it would begin selling ads on the front page.

If the mainstream is going to co-opt so many of Mr. Waters’ ideas, could they also co-opt some of his charm?

odorama

BTW, a better blogger would’ve included a photo of his wife’s Odorama card autographed by Mr. W. Sadly, I’m not a better blogger.

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This entry was posted on Thursday, September 6th, 2007 at 5:55 pm and is filed under John Waters, LA Times, Marketing, Odorama, Polyester, scratch-n-sniff. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

One Response to “John Waters takes over the world: LA Times to use scratch & sniff advertising”

  1. The smelliest trend: More developments in scratch & sniff advertising « Collateral Damage Says:
    September 12, 2007 at 2:45 pm

    [...] 12th, 2007 · No Comments As previously noted, I have seen the future of marketing and it is a return to Odorama — best known for its use [...]

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