Kraft Takes People into New Territory

Kraft has been sponsoring a special holiday edition of People magazine for a few years but this year they are deepening the experience by adding scent-filled food ads, as well as scent to one of the editorial stories. This special edition will go out to about a million family-cooking oriented subscribers, and the People web site doesn't have anything about it so far. They promise the technology is much better than what's been used for perfume ads so far, with less unintended bleeding of the scent. Whether or not the technology takes off, the level of engagement with this issue of the magazine should still be powerful.

WSJ: Kraft Vies for Eyes -- and Noses, 2006-Nov-13, by Brian Steinberg

...Kraft believes the more a reader can play with the ad, the better the recall of its message, says Gary Gruneberg, director of media buying for Kraft Foods. The company is "challenging ourselves, our brands, our agencies to come up with creative ways to interact with consumers," he says....