Canadian Magazine Industry News
9 July 2009,     MONTREAL
Quebecor World launches smelly new print ad product
If you can’t get the eyeballs, why not try for the noses instead? That seems to be part of the logic behind the launch of Flexappeal, a new product from Quebecor World that, among other things, can function as a “peel and sniff” promotion in magazines, newspapers, and catalogs. More than 160 scents are available, according to a story in Media in Canada, ranging from “orange” and “floral” to “roasted turkey” and “spaghetti.”

In a press release, the company describes Flexappeal as “a contour cut card featuring a dry release, peel away layer that reveals a hidden message when removed.” It claims that no sticky residue is left behind when the layer is peeled.

The hidden message can be a scent, or it can be something like a personalized URL, a coupon, a link to contest page, or a sweepstakes offer. Sizes range from 2" to 10.75" and the card can be die-cut into a variety of shapes. Flexappeal is compatible with variable printing.

The product was launched out of Quebecor World’s Integrated Multichannel Solutions (IMCS) program.

Some of the odder scent options include: taco, Italian spice, diesel fuel, bug spray, musk, teriyaki, two versions of "bad," hemp, hot dog, and three versions of new car.
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