Kraft Smells Holiday Warmth

Kraft is launching the holday season with a special edition of People Magazine featuring 5 scratch and sniff ads out of 31 Kraft ads in the publication. You have to applaud Kraft for doing something interesting in the way of print. While the media is changing every day, print has stayed pretty much the same. The magazines have offered new media and event alternatives that have brought relevant value to the advertiser, but the newspapers have lacked any understanding of service towards their bread and butter advertisers.

Kraft is trying to bring a new sense in to the world of advertising. We have always been able to deliver sight and sound but smell is sort of new and yet old. The stinky perfume inserts have been a in style since the 70's. Kraft's attempt is to bring the nolstalgia of scratch and sniff as well as grandma's apple pie. The key will be if the smell is delivered in a way that it brings back the memories of the holidays vs. you college chemistry class.

All in all, they are doing their part to push the ball up the hill and advance distinguish their brand in the medium. As with much of these efforts, the value is probably as much in PR as it is in advertising.

Enjoy the smells this thanksgiving.