Cherry scented newspaper ripe for the picking
Cadbury, via George Patterson Y&R, Melbourne has seized on the power of newspapers to deliver topical advertising messages with a creative approach for its Cherry Ripe brand, aimed at driving purchases around the Valentine’s Day weekend.
Today, Friday February 12, every page of mX newspapers in Sydney, Melbourne and Brisbane is scented with ‘Wild Cherry’. In a first for an Australian advertiser in a newspaper, mX uses scented ink to evoke the senses of readers and tempt them to buy a Cherry Ripe for their Valentine on Sunday.
The “Wild Cherry” scented ink is intended to enhance the romance, seduction and fashion messages that have always been at the “heart” of Cherry Ripe advertising, and is another example of how a major brand can realise the creative potential of the newspaper medium.
“Cherry Ripe has been a favourite with Australian consumers fordecades, but Cadbury was keen to strengthen its connection to theyounger audience and mX was the ideal environment to do this,” saysCatherine Kealy, Carat business manager.
“We needed to drive affinity with the younger target audience throughstimulating creative. We identified mX as the ideal tactical medium forthis campaign around Valentine’s Day in part due to its younger targetdemographic, but also for the creativity mX could offer. Wild Cherryscented ink was presented as a newspaper-first opportunity for anadvertiser, and that was an important consideration for Cadbury,” saysKealy.
The Newspaper Works CEO Tony Hale said that the Wild Cherry scented inkshowed how newspapers could offer innovative and effective advertisingopportunities for advertisers based around key events: “This is anexample of how newspapers stand out as a great advertising medium foradvertisers to use significant dates on the calendar as immediateopportunities to deliver smart, relevant messages in a highlyentertaining way.”
Other recent examples of major FMCG food brands taking advantage of thepower of newspapers for topical ads are Vegemite which ran an AustraliaDay newspaper campaign, and Oreo, which used newspapers as part of itsChristmas advertising push.
The Newspaper Works is releasing a series of effectiveness case studieson food advertising in newspapers, demonstrating how hard newspaperscan work for food advertisers. The first of these, for NescafeGreenblend, was released late last year, with the second in the series,for Jalna Yoghourt due for release in coming weeks.
23 Comments
finally scented ink is used in something.
Nice idea.
Bring on the Caxtons!
Scented ink. This smells like radio ads that only dogs can hear.
If everyone did it, newspapers would end up smelling like feet.
i dig it
@12.48 – Please submit this comment for craft in copywriting.
good concept. there’s life in the old dog yet, eh!
thing is, why would you give a cherry ripe for Valentine’s Day? Wouldn’t it be more of a box of chocolates occassion?
Surprise Surprise,
Patts Melbourne again.
Good work.
Oooh, how lovely.
It’s a pink cyc.
Nice work.
♥
Just got MX delivered. It smells, but not really like cherries. More like scented erasers, with ink mixed in.
I think maybe mags hold this scented ink thing a lot better than newsprint can. Nice try, but it doesn’t really work.
smells like a caxton… that’s the only 2-bit show that would award this rubbish.
i haven’t seen this many lame ideas come out of one agency since JayGray opened.
pfft.
We’ve got a pile of papers in reception. I can smell them from my office.
Nice original idea.
Well done.
Good point. If I gave my fiance a cherry ripe for valentines day she’d do a sexy dance before going down on me with a meat grinder.
I agree 1:42 & 8:25 – it’s strategically flawed to link Cherry Ripe’s with gifts-as-expressions-of-love, I mean how young are they targeting? My 11 yr old doesn’t read mX and even he wouldn’t give a CR to his Valentine (last year he went to the movies) hence I actually think the link is the ink (and while I’m there, why the pink?) meaning for me it didn’t need a FPC ad, just an intriguing sponsorship of the page would’ve triggered my appetite for a choccy & cerise hit… BUT, I am gonna give it full marks for different-for-a-reason criteria regardless. It just needs an edit.
It’s MAMMOTH!
No, it’s strategically sound. Cherry. Ripe. Valentine’s Day. It associates the brand with the prospect of popping a cherry. It is very subtle and subliminal.
No-one would ever consider giving a Cherry Ripe as a present. But these ads will make them think of popping cherries. And maybe, just maybe, if it spurs them on to glorious victory, they will have packed a Cherry Ripe to enjoy afterwards instead of a cigarette.
I reckon it works, sort of. Can anyone make any better sense of what the strategy might be? I can’t.
Who wrote the PR release, must have been the media company?
“taking advantage of the power of newspapers ” Not Coulson’s style, not one gay joke.
Printing first???? They did this a couple of years ago when they tried to make MX smell like roses, it smelt like rubbish and this one didn’t smell much better. Although the idea is nice and it sounds nice on paper, in reality the smell is enough to make me put down the paper straight away.
12:00 – what load of tosh
Cute. But would have worked better as a DM piece.
If it were DM no one would have opened it, so I suppose we wouldn’t be talking.
“In a first for an Australian advertiser in a newspaper..”
Not exactly a “first” – I seem to remember 303 doing this 15 years ago in the West Australian for valentines Day.