No, it's not a new game show on NBC featuring a celebrity host and a bunch of girls with giant noses that might contain money, it's a new advertising idea from the folks at the financial paper.
As Chris mentioned earlier, they're a new version of the old "scratch and sniff" ads called "rub and sniff," which actually sounds like some sex position, or maybe a play that will be run in the Super Bowl coming up in February. These ads will use a technology different from the typical peel and smell ads (like cologne ads) you see in mags like GQ and Esquire. It's a rub, not a scratch.
For now the ads will just be included in newspaper inserts, not as part of the newspaper itself.
