Hats off to Leo Burnett’s Sri Lankan arm for transforming the already-impressive technology of adding scent to print into a potentially life-saving practice. Initially, Mawbima, one of the nation’s most popular newspapers, printed newspaper ads and bus-stop posters with ink that had been laced with the mosquito repellent citronella.
Warding off mosquitoes is a life-and-death proposition in that country, with the bug-borne Dengue fever felling more than 13,000 people in the last 6 months alone.
So successful was the experiment, Mawbima printed an entire edition of its paper with the special ink on World Health Day. Even though they boosted their print run, they still sold out of the edition by 10 am, realizing a 30% increase in sales.