Smell This, AMNY: Metro To Offer Scratch-N-Sniff Ads

metro_021207.jpgGet 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!