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News Corp creates popcorn scented newspapers

News Corp utilises innovation in print to infuse newspapers with the smell of popcorn

Consumers have had their nose in the news, literally, with News Corp Australia’s creation of popcorn scented newspapers to promote the launch of The Great Night in Family Movie Collection.

News Corp infused Scented Technology to make the pages of 800,000 metro and regional newspapers smell like buttered popcorn in order to evoke a sense of nostalgia reminding consumers of the movie nights spent with parents and grandparents growing up.

Tony Phillips, Chief Marketing Officer at News Corp Australia commented that newspapers are an effective marketing platform, “newspapers stand out as a great sensory advertising medium, helping consumers cut through the clutter and deliver smart, relevant messages in a highly entertaining way.”


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