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Marketers are excited about the prospects for lickable ads, but also have to deal with the “ick” factor. Since magazines are often passed from reader to reader (think doctors’ offices) there is a good chance that saliva could be left on the ad. 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. If someone doesn’t rip off the whole sticker, First Flavor says, the flap can’t reseal, giving people an easy way to know whether the ad has already been licked.
Will playboy be next?
It’s all a plot to get our DNA.
That might not make much sense but it’s my paranoia and I’ll exercise it as I please.
The taste of 100% grape juice on a piece of paper.
Thomas Bramwell Welch would be so proud.
#3
Seriously, licking a nasty magazine aside, it probably tastes awful! they’ve never got scratch and sniff right.
Anyone stupid enough to lick the ‘ad’ has whatever happens to them only on themselves to blame. Imagine a drop of LSD on several 100 magazines in a city. Or worse.
Just wait till Hustler gets ahold of this.They have already done a scratch and sniff issue.Larry Flynt would be proud.
This is nuts. You would think they would put the substance you lick on the flap of paper you pull off. Then that part could be disposed of, leaving the magazine (relativly) clean.
#6
“They have already done a scratch and sniff issue”
But if you remember it smelled like lilacs!
#1, weren’t you hoping for a better picture?
Honestly, who by now doesn’t know what grape juice tastes like?
Good thing Welch’s doesn’t sell Ass Juice!
Oh, gross. Thanks for warning me, hhopper. I’m never opening a People magazine again.
Next in line is hemorrhoid cream…
I lick the ones I get from the public library.
durn i thought this was gonna be about raquel welch!
#15 – At her age, we’re once again talking ass juice….
#13, Hopper,
For a taste test? Sounds like something that would appeal to MrBloedandPimpleskin in #16.
Where do these morans come from?
***
I have to go with #10, Rick. Who doesn’t know what grape tastes like? Unless it is some of my home made Grape Jelly. Better than anything Welches ever made.
#10 Rick Cain – For an ad to cause people to do something more than just read it there is a greater chance for a sale next time you are shopping.
“Oh look, that’s the juice from the crazy magazine lick it ad.”
Once I put a did an ad in a club magazine which was the word “Question” in black letters on a white background and at the bottom right in small letters “Answer – Page XX”
On page XX was the Company Name and number.
Got a lot of calls.
Marketing is not just art its science.
Cheers
#18, T-H,
I understand where you’re coming from. Grape juice though, is a well known flavor and Welches is a well known company. I don’t see how this could improve their image the next time someone is shopping.
What would get my attention would have to be some compelling reason why Welches is better that the next brand and how that justifies paying a premium for a name brand. Personally, I would be more inclined to look at the price difference and mentally calculate how much of that went to pay for that “lickum” ad.
As the president of First Flavor http://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’!
Jay Minkoff, the reason that we are all poking fun at the ad is because your message didn’t get through. You’ve got a split second to get someone’s attention, and another split second for them to decide whether to move on or not.
Free advice from an old ad man.. dump the ad agency that created that ad. It fails on all levels from copy writing to visual enticement.
By far the worst element is the copy. “For a tasty fact, remove and lick”. What is a tasty fact and why would I care? You’ve lost half of your audience right there with nonsense. “Remove and lick.” Licking, for most people, is reserved for guaranteed safe and sanitary condition, and only after they have a desire. There goes the other half.
But you suggest the fine print explains “licking” is not required and your taste is safe. So what’s the point of raising red flags of caution in an ad that aren’t necessary?
The copy should have simply invited a prospective customer to a free taste sample.
Is Victoria’s Secret next? What a stupid idea.