Get a whiff of this get it? Get it?
In what its publisher is calling a U.S. newspaper first, Metro New York will be the first newspaper to offer “scratch n’ sniff” options for advertisers. Glaceau’s Vitamin Water will be the first, using freestanding inserts dragonfruit-scented inserts to promote its “Power C” flavor.
That is, of course, overlooking the campaign’s secondary purpose: to act as a sort of subway potpourri. Fresh!