Saturday, February 16, 2008

Modeling Perspective: Lickable Ads and Marketing for Welch's Grape Juice

Did you hear about Lickable Ads? I read an article recently in the Wall Street Journal about this new way of advertising. I loved the little boy in the Welch's commercials, but the cute little boy is not the story these days, it is the lickable ads that Welch's is bringing out," the company has developed the technology used into the ad," which can be licked!

Sort of like a makeup sample in a magazine that says "peel here" you can now get a taste of Welch's right in the magazine ad!

Thirsty...just grab a magazine and lick the Welch's ad!

1 comment:

Jay Minkoff said...

As the president of First Flavor, 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'!