# Scented Paper Blazers Old Spice Paired Its Newest Print Ad with a Full-Size Paper Garment By Laura McQuarrie | Published 2018-03-24 | Unique Source: Trend Hunter, https://www.trendhunter.com/trends/paper-garment References: [adweek](http://www.adweek.com/brand-marketing/old-spices-new-print-ad-in-gq-contains-a-full-sized-disposable-paper-blazer/) & [oldspice](https://oldspice.com/en) 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](https://www.trendhunter.com/trends/scentseal), 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](https://www.trendhunter.com/trends/notewrks) 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." ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 26% | Activity: 40% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Unique](https://www.trendhunter.com/unique) > [Bizarre](https://www.trendhunter.com/bizarre) ## Key Themes ### What Makes This Trend Stand Out - **Wearable Paper Garments:** Opportunity for brands to create wearable, disposable and scented paper garments for unique promotional campaigns. - **Premium Scent Collections:** Brands can launch premium scent collections as a way to differentiate and add value to their fragrance offerings. - **Innovative Print Advertising:** Exploration of new and creative ways to enhance traditional print advertising with interactive and experiential elements. ### Sectors Adopting This - **Fashion and Apparel:** Fashion brands can explore the use of wearable paper garments to create buzz and engage with consumers in unique ways. - **Beauty and Fragrance:** Beauty and fragrance brands can capitalize on the trend of premium scent collections to attract discerning consumers and boost sales. - **Advertising and Marketing:** Advertising agencies and marketers can embrace innovative print advertising techniques to captivate audiences and leave a lasting impression. ## Related on Trend Hunter - [Scent-Infused Apparel](https://www.trendhunter.com/trends/stealie-hoodie.md) - [Cologne-Infused Scents](https://www.trendhunter.com/trends/spice-alchemist.md) - [Mango-Scented Newspaper Ads](https://www.trendhunter.com/trends/swiggy-instamart.md) - [Streaming Series Deodorants](https://www.trendhunter.com/trends/the-witcher.md) - [Sniffable Deodorant Billboards](https://www.trendhunter.com/trends/deodorant-billboard.md) - [Scan-to-Sniff Fragrance Billboards](https://www.trendhunter.com/trends/fragrance-billboard.md) - [Meat Sweat Campaigns](https://www.trendhunter.com/trends/meat-sweat-defense-kit-1.md) - [Sensory Outdoor Posters](https://www.trendhunter.com/trends/scratchandsniff-ooh-campaign.md) - [Deodorant Stick Personable Mascots](https://www.trendhunter.com/trends/swaggy-spice.md)