For the most part, consumers know what to expect from a fragrance ad printed in a magazine, but the newest Old Spice advertisement sets itself apart with an unusual addition—a full-size, wearable paper garment.
Rather than just pairing its print ad with a small scratch-and-sniff scent strip, Old Spice opted to create a wearable, disposable and scented red paper blazer that helps to mark the introduction of the new Red Collection.
As the Old Spice Red Collection is launching as a line of premium scents from the brand, the red blazer is set to be sported on influencers and style icons alike. As the promotional blazer is genuinely made from paper, Wieden + Kennedy, the agency that worked on the campaign, notes: "don’t go out in the rain because you will likely get paper machéd."
Scented Paper Blazers
Old Spice Paired Its Newest Print Ad with a Full-Size Paper Garment
Trend Themes
1. Wearable Paper Garments - Opportunity for brands to create wearable, disposable and scented paper garments for unique promotional campaigns.
2. Premium Scent Collections - Brands can launch premium scent collections as a way to differentiate and add value to their fragrance offerings.
3. Innovative Print Advertising - Exploration of new and creative ways to enhance traditional print advertising with interactive and experiential elements.
Industry Implications
1. Fashion and Apparel - Fashion brands can explore the use of wearable paper garments to create buzz and engage with consumers in unique ways.
2. Beauty and Fragrance - Beauty and fragrance brands can capitalize on the trend of premium scent collections to attract discerning consumers and boost sales.
3. Advertising and Marketing - Advertising agencies and marketers can embrace innovative print advertising techniques to captivate audiences and leave a lasting impression.