According to the Telegraph, this represents a media first for a national UK newspaper.
The scented ‘memostick’, which forms part of Coty Prestige’s launch activity for new fragrance Davidoff ‘The Game’, will be in the form of a peel-able sticker, featured on the top right hand corner of the front page of the newspaper, Wednesday, January 30th.
The perfumed ‘memostick’, created in-house by TMG, is exclusive to The Daily Telegraph and will provide readers with the opportunity to experience the Davidoff ‘The Game’ fragrance, when peeled from the front of the newspaper.
The deal was brokered by OMD.
Matthew Watkins, Sales Director, Print, TMG, said: “We are delighted to be able to offer the perfumed ‘memostick’ technology as part of our ever-growing portfolio of advertising innovations, and that we are the first UK newspaper to do so. We have successfully used the ‘memostick’ technology with other campaigns last year and we were keen to further this creative solution, with a new twist in 2013."
Tara Mendelsohn, Associate Director, OMD, said: “Coty Prestige and OMD are delighted to be able to execute this new innovative scenting technology in The Daily Telegraph for the first time. The Telegraph has taken a flexible approach to this new format which is refreshing and opens previously closed doors for forward thinking fragrance clients, looking for new and exciting mechanics to launch scents in the UK.”
Armelle Poole-Connor, Senior Brand Manager, Coty Prestige, said: “We are very excited Davidoff 'The Game' is the first brand to use the innovative perfumed memostick which makes it possible for consumers to discover the new Davidoff fragrance directly on the front of a UK newspaper. The fragrance sample on the front of The Daily Telegraph is an innovative start to an exciting media campaign for our new masculine fragrance Davidoff ‘The Game’ and we believe there is strong synergy with the consumers for both premium brands.”
