Here’s an interesting magazine insert that came out in the NY and LA versions of the Oct 16th issue of People Magazine. Opening the four-page insert activates a sound chip playing jazz music from a TV spot for the soda and is also accompanied by a scratch-and-sniff strip that is supposed to resemble the black cherry/vanilla flavor.
The goal was to build a media strategy around Jazz from Diet Pepsi that brought together a number of senses to form a multi-sensory message, including sense of smell,” said Gail K. Stein, client communications director at OMD, Diet Pepsi’s media agency. “The product has a very enticing aroma and [also relates to the] sense of hearing–tying in jazz music as ‘the new sound of cola.’
Interestingly annoying – I’m the type of person who finds birthday cards that play music to be rude, and I’m given those by relative.. this was something found in a magazine I had to pay for! Clever concept though, definitely attention grabbing. Conceptualized by OMD Strategy then implemented by DDB.
taken from MIT AdLab