The Wall Street Journal reports that Kraft is ringing in the holidays with a pricey gimmick—scratch ‘n’ sniff ads in a special edition of People.

The magazine’s copy features stories about the holiday habits of dead-eyed celebs as well as suggestions on how to celebrate the season (I’m thinking buy Kraft products is probably the message here). Five of the ads sprinkled throughout the magazine contain microscopic fragrance capsules mixed into a special varnish. If consumers want to experience the industrial-dairy-fresh fragrance of Philadelphia Cream Cheese, they can have a whiff with a scratch and a sniff.

I dunno, I’m thinking one could use the scented ads as perfume. A little Chips Ahoy behind the ears? Cherry Jell-O on the pulse points? Is that crappy snack food, or is that the smell of progress?

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