Alternative magazine Bizarre’s used a Scratch and Sniff cover to sell more copies of the magazine.
Your limitation is your imagination.
Create a new product by breathing new life into existing merchandise.
When a Californian based company added a chocolate aroma to vending machines, sales jumped 300%.
Scented products are innovated and fun ensuring everyone will recall the product and link it to your brand.
Using Scratch and Sniff stickers was a great way to bring the exhibition to life and integrate 2 of the sensory zones.
The world of Marketing loves the new and edgy ideas and this is no exception. Potato maker McCain implemented Scratch and sniff in its latest advertising campaign set to make commuters’ mouths water, using the ‘scratch and sniff’ concept – commuters were asked to scratch and sniff the poster, in doing so it released the scent of freshly baked potatoes , the ads literally smelt like freshly baked potatoes. I wonder how many people that night brought jacket potatoes?
It’s only a matter of time until scratch and sniff is will be found in Train stations, in the underground stations or other public area, to sell products through an extra dimension.
Scratch and Sniff books, magazines and comics are not usually the places that spring to mind when using Scratch and Sniff. Scratch and sniff can work wonders if paired with a book, magazine or comic.
In 2014, DC Comics released a Scratch and Sniff edition of Harley Quinn, the suicide squad member, the edition took you on a tour of her Coney Island home.
Richard Bett produced ‘The essential Scratch and Sniff guide to becoming a Wine Expert’. He used Scratch and Sniff in the book so he was able to help the reader identify the different scents and aspects of wines, also by using Scratch and Sniff the reader was able to interact in a fun way, whilst learning.
In 1999, Gran Turismo 2 used Scratch and Sniff in a strange marketing strategy, in a 2-disc edition of the game, one of the disc was blue and featured with the smell of fuel and burning rubber. Even though this is not the first time the gaming world has used Scratch and Sniff, it was earlier back in 1995, where Super Nintendo’s Earthbound game came with a set of cards, designed to be scratch and sniffed whilst playing the game at certain times, again a excellent example of how Scratch and Sniff engages and interacts with the user. In 2000, Fifa 2001 applied the scent of a football stadium turf on to its disc.
How about Scratch and Sniff wallpaper, recently produced now making it possible to cover your walls with your favorite scent for example a ‘Cherry Forever’ option, which obviously smells of, cherries. Great as a novelty, can be used at exhibitions, trade shows , a club or for a bit of fun, it’s a great idea.
The music world is not immune to the attraction of Scratch and Sniff technology there has been many CD’s and LP’s released featuring it. It has mainly been used on covers but in some cases on the CD itself. Katy’s Perry album Teenage Dream used Scratch and Sniff, when scratched it smelt of cotton candy. Another example is the artist Mae released a limited edition CD which used Scratch and Sniff , that once scratched it released a scent that smelt like the ocean. The user is encouraged to Scratch and Sniff the album during the song, ‘The Ocean’. Scratch and Sniff used in the music industry is often not more than a gimmick, but it is also a way of communicating to their audiences on another sensory level.
The most common place we think of when we think of Scratch and Sniff would be stickers. Smells are a great way of enticing and interacting with kids. Back in 1977, Creative Teaching Press was one of the first to combined the two, creating the first mass produced Scratch and Sniff stickers. They were available in 24 styles and are now referred to as CTP77’s by collectors (yes collectors!). These stickers were mainly used as rewards for a teacher’s students. The era of Scratch and Sniff seemed to be during the 70’s & 80s, but as the years went on, Scratch and Sniff stickers began to become again more and more popular. In 2000 for example, Panini, the world renowned sticker producer, produced the Simpsons sticker album which included among other options, a Scratch and Sniff range.
Drug Prevention.
A much unexpected, or at the very least, random place to find Scratch and Sniff would be in official documentation. In 2013, the UK charity Crime Stoppers released 210,000 leaflets aimed at tackling the rise of drug growers in certain areas. A card was produced with a Scratch and Sniff section, which when scratched realesd the scent of cannabis, it was used to make people aware of the smell of cannabis to identify possible cultivation’s in their area. In 2016, the same idea was used by UK police charities again, releasing a card which this time included the additional smells of marijuana, mephedrone, MCAT and resin. Named The ‘No Excuses’ campaign it used the wider variety of Scratch and Sniff scents on these cards to help young people identify and stay away from potential drug use.
Campaigning, like marketing, is all about attracting people and getting a message across, albeit for a different reason. In 2016, the New York subway was actually the next innovation in campaigning through the use of Scratch and Sniff. Angela H. Kim placed Scratch and Sniff posters around Canal Street, Union Square, and Herald Square stations to tackle the stench of the underground. the posters came with different scented tabs to “make your ride more pleasant”. The poster’s feature a strong message mimicking that of normal MTA announcements.
Maybe one of the unusual places to see Scratch and Sniff has to be on clothing, but hey it’s the modern world why not! Naked & famous sell jeans that are Scratch and Sniff with the scent of mint, it has become a very popular seller. We at The Scratch and Sniff Company sell a whole range of Scratch and Sniff clothing which can be used in many ways to promote your brand.
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