What did the job entail?

Aberdeen-based BusinessPort tasked DC Thomson’s advertising team to come up with an unusual concept that would make its services stand out from the crowd. DC Thomson created Scotland’s first scented, full-page advert in the 6 February edition of regional newspaper, The Press and Journal.

How was it produced?
The magenta ink, the most prominent colour on the page, was chosen to carry the scent. Sun Chemical infused standard newspaper coldset inks with the coffee aroma, which was shipped to DC Thomson’s Aberdeen plant and used on its Colorliner printer for BusinessPort’s advert page across all 80,000 copies of the day’s The Press and Journal.

What challenges were overcome?
A DC Thomson spokesperson said: "It wasn’t technically difficult to produce.  However, it cost a little more and was more involved as we had to swap out the ink duct for the magenta ink for that page and replace it with the scented magenta ink."

What was the feedback?
A spokesperson for BusinessPort said: "We had challenged The Press and Journal to come up with something completely out of the box and they surpassed our expectations! We loved the idea of the coffee advert from the beginning as it was so unique and innovative.

"‘Wake up and smell the coffee’ refers to organisations needing to have vital components in place such as risk management and compliance controls.

"We were excited to see peoples’ reaction to the advert and are glad that it has gone down so well."