Adding aroma to Taste, diverse covers for Marie Claire

Taste May issue

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New Media has produced its first scented cover for a food magazine in South Africa by adding a whiff of cinnamon to the cover, which releases its evocative smell when rubbed.

Woolworths always strives to be an innovator in its brand communication and took to the idea of a scented cover for the magazine, says New Media's Woolworths Taste account director Cat Douglas. "They loved the idea of expanding readers' sensory experience of the magazine and the brand in this novel way."

"Finding new ways"

"We like nothing better than finding new ways to surprise and delight our customers," says Woolworths head of brand communications for food Glenda Philp. "We were delighted with the idea of adding the scent to the cover of an issue featuring an Indian feast and turning the whole magazine into more of a feast for the senses."

Cover 1: The Vagenda Team, a feminist collective

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Cover 2: Ronelle Prince, the reader

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Cover 3: Verashni Pillay, The journalist

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According to its editor, Sumien Brink, few scents are more comforting on a chilly winter's day than cinnamon. "It can be sweet or savoury, but either way, it always warms our spirits," says Brink. It's also a key spice in the palate of Indian cooking, so its enticing scent is just what we want to draw readers into a month of delicious winter eating with more than a touch of spice."

Carte blanche

This month, Marie Claire is giving carte blanche to six commentators to showcase what they would do if the cover of the magazine was in their hands.

Says editor of Marie Claire Aspasia Karras, "When it comes to putting together the perfect cover, there are certain rules one must follow. Basic guidelines are given for everything from eye contact and gender to cover lines.

"But then again, aren't rules meant to be challenged? That's why we've asked some brilliant people to show us how they would change our covers if they were in charge."

Commentators

• The Vagenda Team: an online feminist collective of London-based female writers
  
• Ronele Prince: vocal, dissatisfied women's magazines reader
  
• Verashni Pillay: columnist and deputy editor, Mail & Guardian Online
  
• Nzinga Qunta: blogger and model agency owner
  
• Nik Rabinowitz: comedian
  
• Lindiwe Mazibuko: parliamentary leader of the Democratic Alliance

For more, go to the Marie Claire cover challenge online.

The May issues of Taste and Marie Claire are now on sale.