Lickable Ads?

  I found an interesting article today in the Wall Street Journal today discussing innovative advertising campaigns including, Lickable Ads.  Welch’s has decided to take out full length ads in People magazine this month that allows the consumer to “taste” the product before buying it. While this sounds like a great idea, some marketers are worried about the “ick” factor.  This factor was brought to the marketers attention when discussing the circulation of magazines especially in office waiting rooms.  When addressed with this issue there was a simple solution.  First Flavor, the company responsible for creating the lickable paper, designed the paper to be completely detached before licking.  Hopefully, this simple idea will help consumer know if the magazine has been used.  I personally would never think about trying any sort of lickable ad while waiting for the doctor….

The article states that the lickable ads are still in the “experimental stages” but marketers are excited for the development of the technology.  First Flavor has been experimenting with all kinds of flavors from Cheese Pizza to Soy Milk.  When asked about pricing, Welch’s said that the ads cost a couple thousand more than traditional ads.  The ad will appear in the Feb. 18 issue of the magazine.

 

Tags: advertising, advertising/marketing, welch's