It was the glossy hot-pink colour that first caught MiC‘s eye this morning at Union Station in Toronto, an observation that soon revealed a flashy wrapped cover on Metro‘s Toronto edition.

The commuter newspaper features a glossy, die-cut, scented wrap advertising Procter & Gamble brand Febreze – the first media execution of its kind for the paper.

The ad is promoting a new scent for the brand, Thai Dragon Fruit, and the ad is featured on 100,000 copies of Metro distributed by hand and in boxes at high-traffic locations throughout the city.

Readers can experience the new scent on two scratch ‘n’ sniff panels on the front and back of the cover wrap. The ad also pushes readers to P&G’s Brandsaver.ca for coupons for Febreze products.

The execution was handled by Starcom in Toronto, the print agency of record for Procter & Gamble in Canada. Recently, the agency also handled another unique print execution for Procter & Gamble: Clean Style magazine, integrated into House and Home via a reversed back cover on the magazine. 

The front cover opened to reveal the wrap.

The back cover opened to reveal the inside.

The back cover.