Print Can Still Do Innovative Ads, Especially For Paper

Now here’s an ad format the web will never replicate.

IPC Media is giving Kleenex a pop-up box of tissues inside May issues of Marie Claire, Woman & Home, Homes & Gardens, Ideal Home and Living etc.

The box contains a tissue sample, inserted by hand.

IPC Innovator ad director Declan Boyle, in the announcement: “The ad ensured there was no barrier between the product and the reader, allowing them to experience it for themselves upon opening the page … Combining creativity and technology can achieve maximum stand-out.”

The takeaway – the net has ad spend accountability, mags can boast ad tactility.

The ad was placed by Mindshare and constructed by Alderson Print Group.

Now what’s the iPad equivalent of perfume sample inserts… ?