What was the project? Bizarre’s April issue features cover star Natalie Blair in a latex outfit. Bizarre’s editorial team thought the idea of having scratch’n’sniff knickers really fitted in with the brand and the 1970s appeal of scratch’n’sniff was a fun "seedy" gimmick. "Celloglas does all this amazing stuff we couldn’t afford, but this was quite cheap, especially as we opted for a stock rubber smell, which was created to be used by the likes of BMX and tyre manufacturers."

How the job was produced? The 24,744 ABC profile magazine is printed web offset at BGP, with the cover printed at its sister company Stones, although finishing was completed at Celloglas. The scent was applied as an extra process colour. The scratch’n’sniff element works through the chemical structure – the surface molecules are slightly larger and can be rubbed or scratched away to reveal the scent.

What challenges were overcome? "The project went very smoothly," says Kelsall. "The only issue was we couldn’t put our normal varnish on. It had to be an aqueous varnish, and the scratch’n’sniff area itself was unvarnished. You can’t really see the difference unless you hold it up to the light, but I think I would have liked to have seen a bigger difference."

What was the feedback? "Pretty good so far (the magazine wasn’t out at the time of writing). We think it’s the first time this type of thing has been done on a magazine. The PR has been great and Johnny Vaughan featured it on Capital FM’s Breakfast Show and when the issue came in to our offices everyone was at their desk sniffing away."