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Immediate Media‘s monthly gardening magazine, Gardeners’ World, features an innovative scented lavender cover for its June issue to promote a garden aroma theme as part of its Springtime push for extra sales. Celloglas applied the scent varnish and readers are able to simply rub the middle of the cover to release the scent.
An A5 bound-in insert card is also provided, with three scents produced by Antidote; tomato leaf, sweet violet and a mystery scent for the reader to guess. The “scratch-and-sniff” idea came from a brainstorm about original ways to promote the June issue. Koli Pickersgill, group production manager, said:
The whole project was very time and quality critical but we are delighted with the overall production and final results. Lavender was one of the first choices but there were others tested which did not smell as good or as authentic. It was essential that the scent varnish could be reproduced consistently and effectively throughout the run.