Viewers of the TV series can use the interactive card to smell sewage sludge, Pong de Paris or Marie Antoinette’s perfume while following the documentary. The product was created by The Aroma Company, a communications business that uses smell to market products.  

How was it produced? The project uses specialised microencapsulation technology and was produced on a Heidelberg 74-2 ZP press. The company blended a number of disgusting fragrances together, supplied by Carvansons, including rotting fish to "grab people’s noses", according to Val Lord, managing director at The Aroma Company. Four fragrances were created, and the job was printed on Chorus Satin paper, supplied by paper merchant Elliott Baxter.

What challenges were overcome? Lord said it was a challenging piece of work because of the variety of smells involved. "The raw perfumes we used were pretty unpleasant. We had to use rotting foods for one of the smells, and to make sure that the four odours were distinguishable," she said. Martin Marwood, managing director at commercial printer MRM, said it was complicated as there were four spot areas rather than just one or two. "It’s a very concentrated mix, not very user-friendly," he added. "You have to be careful to keep the machines clean and make sure the varnish is going down properly."

What was the feedback? Having sampled the finished product in the PrintWeek offices, we can verify the success of Lord’s pongy creations. Not only did they grab our noses, they then invaded our sinuses and are currently engaged in a pitched battle with our tear ducts.