At this point in our long and illustrious career (never you mind how long 😉 ), we’ve probably seen more postcards than you’ve had hot dinners at this point. Sadly, most of those have been largely forgettable affairs. Not so these promotional postcards for KW Doggett Fine Paper’s Pop’Set Digital line of highly pigmented, ultra smooth board certified for HP Indigo presses. Not only does the card neatly show off Pop’Set’s “Cosmo Pink” paper, it also contains a secret. Simply scratch the bubble on the postcard and prepare to be transported back to your Scratch and Sniff sticker days as you catch a whiff of bubble gum!
As the paper company explains:
“We screen printed a bubble gum scent over the image…. It’s an interesting process adding scents to paper. It’s done via micro-encapsulated scented capsules that are mixed into UV curable carrier varnish. The UV-curable slurry is then applied to the printed sheet (or substrate) using a screen printing application. As the capsules are broken (like an egg shell) the scent is then released.”
We were all set to love this postcard purely for the expert use of white digital ink, particularly on the lips and face, but the scent technology is an absolute bonus. Hmmm, what OTHER scents could you use? According to KW Doggett:
“We’ve done banana in the past and know there is everything from fruity scents like grapefruit and pear all the way through to flowers like Yellow Rose and then Green Lawn, Horse Stable and Camp Fire. Sunscreen smell would have to be the most random though. Ha! In all seriousness, this kind of thing is sensory branding at its best. Smells can trigger emotions so this is not only an easy but a fun and valuable way to make a marketing promotion stand out and increase brand recall. And even more seriously, stay away from the Horse Stable scent.”
We consider ourselves warned…