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    Magpie

    Why Magpie? Because I like observing these sleek birds with a tapering tail. And like Magpies, I live with the burden of being a 'chatter', even though I believe that I am rather shy, reserved and unobtrusive :).

    Monday, February 18, 2008

    Advertising: Ads that readers can taste

    Another frontier in interactive print advertising— ads that allow readers to taste the product being advertised!
    In the latest issue (Feb 18) of PEOPLE magazine, Welch's 100% Grape Juice features full-page print ads that allow readers to sample its grape juice by licking the ad. The front of the advertisement shows a huge bottle of the juice, while the back has a strip that peels up and off, with text: "For a TASTY fact, remove & LICK". Readers are supposed to peel off the entire sticker on the Welch's ad before licking, says First Flavor, the company that developed the technology used in the ad.

    The ad has caused many debates about hygiene and the 'ick' factor of licking a magazine page. Some related links:
    Lickable magazines may not be sweet success
    Welch's salivates over lickable ads

    Labels:

    posted by Magpie @ 4:27 PM 

    1 Comments:

    Blogger Jay Minkoff said...

    As the president of First Flavor www.FirstFlavor.com, the company bringing this Peel 'n Taste product to market, there is a major correction to the WSJ article: This is not about Lickable Ads. Welch's used the term 'lick' in their ad and no one seems to have bothered to read the fine print.

    Our product, which can be attached to a print ad and peeled off, is a sealed tamper evident foil pouch containing a piece of edible film. (Similar to popular breath strips.) One peels opens the pouch and places the piece of edible film on your tongue. The edible film dissolves quickly leaving you with a burst of flavor. No licking involved!

    The point that was really missed was that finally consumers now have a way of trying the taste of a product before they buy it. We call it taking a product for a 'Taste Drive'!

    10:40 PM  

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