Scratch and sniff is so '90s. Marketers for Welch's have gotten a lot more savvy when trying to appeal to the senses of their customers. The company has launched a new lickable ad campaign for their grape juice.
Similar to perfume ads that have panels you pull back to offer a hint of the fragrance, Welch's is launching tabs in this month's edition of People magazine in the form of a one page print ad that let the customers peel to taste.
Image when kids start to offer their friends a taste. Imagine the problems this could pose in the waiting room of a doctor's office...
"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," the WSJ reported. I guess they've got all bases covered.
The idea is fantastic, but parents are still going to have to start watching out!
The ad was created by First Flavor who has launched other taste campaigns to test everything from pepperoni pizza to soy milk and flavoured kid's cold medicine.
"In some lickable ads, including the Welch's ad, some of the essence of the actual product is added to the strip, while in others, the strip is made up of unrelated flavors, both natural and artificial," the WSJ wrote.
Lickable Ads
Welch's Grape Juice
Trend Themes
1. Interactive Advertising - The use of lickable ads by Welch's grape juice demonstrates a new form of interactive advertising that engages multiple senses of customers.
2. Sensory Marketing - The lickable ad campaign by Welch's highlights the growing trend of sensory marketing, where brands appeal to customers' senses to create memorable experiences.
3. Novelty Advertising - The introduction of lickable ads presents an opportunity for companies to leverage novelty advertising techniques to capture customer attention and generate buzz.
Industry Implications
1. Food and Beverage - The lickable ad campaign by Welch's grape juice opens up innovation opportunities in the food and beverage industry to create interactive marketing experiences.
2. Print Media - Welch's use of lickable ads in People magazine showcases the potential for print media to rejuvenate advertising by incorporating interactive elements.
3. Marketing and Advertising - The deployment of lickable ads by Welch's indicates a disruptive innovation opportunity within the marketing and advertising industry to explore unconventional and engaging advertising formats.