Creative Directors: Ton Hollander, Marie-Theres Schwingeler, Toygar Bazarkaya, Ralf Zilligen
Art Director: Julia Furtmann
Copywriter: Kai Hoffmann
Released: March 2007
Advertising Agency: Jung von Matt/Neckar, Stuttgart, Germany
Creative Directors: Michael Ohanian, Joachim Silber
Copywriters: Oliver Flohrs, Holger Schupp
Art Directors: Mario Loncar, Stefan Roesinger
Photographer: Marcus Philipp Sauer
Photo Editor: Joerg Macha
Published: January 2008
Welch's is taking out full-page print ads in People magazine this month that give readers a chance to sample its grape juice by licking the ad. The front of the advertisement shows a huge bottle of the juice, while the back has a strip that peels up and off, with text that reads: "For a TASTY fact, remove & LICK."
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.
I have to be honest with you, I am not licking any magazine!
source via: The Wall Street Journal