Today's marketing quote of the day is brought to you by Welch's, which is incorporating peel-and-lick strips into some of its magazine ads. The Wall Street Journal explains:
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."
Welch's says it suspects some folks will pass on the free taste test. "A lot of people won't lick a magazine no matter how good it tastes," says Chris Heye, Welch's marketing chief.
Scratch-and-sniff and cologne-scented ads have been around for a long time, but Welch’s is among the first to put its money where other people’s mouths are. There’s a problem, though: what about magazines that get shared, or those that are displayed sans wrapper in a store? Well, they’ve thought of that:
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.
Even with the risk that consumers won’t respond to the ads, Welch’s is betting that its ads lead to a higher level of engagement among consumers...which leads to our second marketing quote of the day:
Getting people to use multiple senses to process ads is a good way to build a stronger connection with consumers, ad experts say. "It's hard to forget whose brand you are licking," says Lisa Haverty, a cognitive scientist who works in the marketing field.
If you want to be the first to taste Welch’s ad, look for the Feb. 18 issue of People at a store near you. Just make sure you get there first.