This Month’s GQ Comes with a Scented Paper Blazer, Thanks to Old Spice

It is a challenge for perfume companies which rely on strong use of sense of smell to market their product in the print media. Up until now, scented strips or pages have been used by perfume and deodorant companies to advertise their brand but Old Spice changed the game altogether in the latest edition of GQ. The company attached a full length, wearable and scented paper blazer in the pages of GQ. Sounds crazy, doesn’t it?

Old Spice - scented paper blazer GQ

Old Spice - scented paper blazer GQ

Old Spice - scented paper blazer GQ

The idea developed by their agency Wieden+Kennedy is a part of more holistic campaign and this was just one leg of it. The idea behind this gimmick was that people not only experience how well Red Original Old Spice smells on the blazer but that when a person ventures out or wears the blazer, it gets others to try out the product as well.

What’s more is that the blazer is disposable and if someone wants, reusable as well. Kudos to the brand, their agency and to GQ as well for coming up with an idea so crazy it has us rushing to our nearest magazine stands!

Client: Old Spice
Agency: Wieden+Kennedy
Creative Director: Ashley Davis-Marshall, Matt Sorrell
Copywriter: Andy Laugenour
Art Director: Robbie Rane
Media: Cherish Lee, Melissa Meier
Account: Ghada Soufan, Katie Schaller
Fabrication: Ellen Osborn
Studio: Ken Berg, Patrick Cahalan

This Ad is related to:
Old Spice, Wieden+Kennedy, Scented Paper Blazer, Creative Print Ads, Innovation, GQ Magazine, Latest technology, Advertising agency, Marketing strategy, Print advertising, Creativity

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