What did the job entail?
Building on its success with Memostick, a direct marketing self-adhesive label that has already been used with newspapers, WRH Marketing Group struck a deal with The Daily Telegraph to design and produce the Memoscent self-adhesive packet to attach the fragrance sample to the newspaper.

How was it produced?
WRH Marketing Group partnered with marketing company Arcade on the project, which used its Liquatouch technology to infuse the fragrance into applicators that were then enclosed into the Memoscent packets, allowing Telegraph readers to try it.

WRH Marketing Group designed and manufactured the Memoscent foil sachets and sealed the Liquatouch applicators inside.

The sachets were applied using Ferag’s specially designed Memostick applicator inline during printing on two Manroland Colorman XXL 6-86 triple-width presses.

Sachets were applied to around 240,000 of the 800,000 papers produced on 30 January at Newsprinters’ Broxbourne site and distributed around south-east England.

What challenges were overcome?
Newsprinters had to tweak its distribution schedule to accommodate the slower running of the presses during attachment of the Memoscent packs. Two more lorries were called upon to ensure that all the newspapers were delivered on time.

What was the feedback?
Telegraph Media Group operations director Paul Brady said: "This media first was a great success and one that we hope to do again in the future."