Print Job Leverages Sense of Smell

Concord (NH) Litho produced a "smell-o-vision" card tied to the NBC hit show, "My Name is Earl." Carrying six aromas, the "Laugh 'n Sniff" cards were activated by viewers who rubbed them when prompted at six points during a show that aired in May. Millions were printed on Concord's M110 web for the April 30th TV Guide.

Scents (Oreos, new car, etc.) were spot printed in numbered boxes coordinated to the scenes. Concord used a varnish-based technology from Scentisphere, Valhalla, NY, that does not release odor in the mail or on the newsstand; USPS requires scents not be detectable in transit. "Unlike 1980s-era 'Scratch-n-Sniff,' scented varnish doesn't interfere with graphics and basically remains dormant until activated," says Peter Cook, CEO. The $42-million firm runs mostly cards, wrap and calendars on seven web and sheetfed presses.