• The Wall Street Journal (subscription required), Monday, November 13, 2006 11:04 AM

Five of the 31 ads Kraft is running in a special holiday issue of People magazine, which arrives today, are of the rub-and-sniff variety. A full-page ad for Philadelphia Cream Cheese, for instance, shows a picture of strawberry cheesecake. When rubbed, the picture gives off the aroma of the dessert. The scents of cinnamon coffee, cherry Jell-O, Chips Ahoy cookies, and white chocolate will all be present in different ads.

Kraft believes the more a reader can play with the ad, the better the recall of its message, according to Gary Gruneberg, its director of media buying. The issue is being sent to only 1 million of People's 2.3 million subscribers--readers who fall into Kraft's target audience of women ages 25 to 54 with children or households with multiple family members.

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