For the most part, consumers know what to expect from a fragrance ad printed in a magazine, but the newest Old Spice advertisement sets itself apart with an unusual addition—a full-size, wearable paper garment.
Rather than just pairing its print ad with a small scratch-and-sniff scent strip, Old Spice opted to create a wearable, disposable and scented red paper blazer that helps to mark the introduction of the new Red Collection.
As the Old Spice Red Collection is launching as a line of premium scents from the brand, the red blazer is set to be sported on influencers and style icons alike. As the promotional blazer is genuinely made from paper, Wieden + Kennedy, the agency that worked on the campaign, notes: "don’t go out in the rain because you will likely get paper machéd."
Scented Paper Blazers
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