I was travelling in Tokyo just over a month ago. As I am in the bindery business, I often look out for cool and interesting magazines or books. In addition to looking at how well (or how terribly) the book is bound, I love looking at the ads in the magazines as well.

I came across this ad from Axe (the deodorant that’s a spray) and it totally blew my socks off!

This is what the ad looked like from the first page. But if you look closer…

The bottles come out! In addition, the bottles are all scratch and sniff so you can experience the new scent without purchasing it.

Beneath each bottle is an attractive young girl with her reaction to your scent.

Now I’ve brought this ad back to the shop and talked to the guys here. Most of their reactions have been, “Cool!” although we’re not too sure how it’s done. I thought it would be a cool thing to show you how companies market themselves in other parts of the world.

If you take a look at the barcode on the bottom right there, I’ll be talking more about it on my next post!