Next ad medium: scratch ’n’ sniff posters?

A company called Flavor Paper recently began marketing scratch ’n’ sniff wallpaper. Someone has to, I guess. Oddly, the most intriguing designs (“Fishnet,” “Party Girl” and “Pleasure Dome”) are just to look at, not sniff. Still, this concept has possibilities for advertising (and not just because the business has really begun to stink lately). We’ve seen flavor strips in magazines and aromatic LCD displays. Why not scratch ’n’ sniff posters on bus shelters and in subways? Flavor Paper’s smelly fare includes tamer scents like bananas, cherries and tutti frutti.