We’re moving from scent strips in ads to lickable strips in ads. I love this. Read more about it on trendhunter.com
If you haven’t heard, Welch’s has launched a new lickable ad campaign for their grape juice.
The ads are similar to perfume ads (the type where you pull up the panel to reveal the scent) except you “peel to lick and taste” in these ads.
“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 Wall Street Journal wrote.
They’ve even thought of safety and hygiene. “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 Wall Street Journal reported.
THE REAL WORLD RETAILING TAKEAWAY
The PR value of this campaign alone is going create huge awareness for Welch’s. Launched in People magazine, you can bet that people are running out to buy the magazine just to check out the ad.
Relevant to small retailers? Not unless you start putting lickable walls in your store.
But I found the idea so intriguing and interesting that I had to let you know. File this under “brilliant marketing”. It’s new, it’s different and as a result, consumer interest in the Welch’s brand will be huge.
How are you creating interest in your store using unconventional means?