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Lick the Welch's ad, you know you want to Thith ith delithiouth! Thith lickable Welch'th grape juithe ad in People magathine ith abtholutely delithiouth! It’th much better than CBS’th mojito-flavored adth for Cane. Who careth that magathines are pathed along from perthon to perthon? Who careth about hygiene? It’th juth ... yummy, yummy, yummy. And yeth, obviouthly my tongue got thtuck to the glue from the inthert. But it thtill tathe terrific! (Mental note to self: Cancel People subscription, quit AdFreak, sue Welch’s for emotional distress. I’ve got paper cuts on my gums!) —Posted by David Gianatasio

February 13, 2008 in Freaky, Gianatasio | Permalink

Comments

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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'!

Posted by: Jay Minkoff | Feb 17, 2008 12:41:08 PM

I agree with First Flavor...there has been a lot of confusion over the "lick-able" description for this ad campaign. As this on air "taste drive" test drive of the product shows: http://www.youtube.com/watch?v=AL4HYkhrXqg

Posted by: Matt | Feb 21, 2008 10:18:50 PM

The idea is great - the execution was disgusting at best. They should have offered disolvable strips , like Listerine strips, enclosed in sealed packets, and substituted the word "taste for "lick". The "Lick the Magazine" approach is a poster child for "bad marketing", and a lawsuit waiting to happen.

Posted by: Doug | Mar 7, 2008 3:38:26 PM

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