Not Just a Stunt, Welch’s “Lickable” Mag Ads Work!
Besides garnering millions in free publicity (some of it courtesy of Diane Sawyer and Al Roker), the two-page spread for Welch’s Grape Juice featuring “Peel ‘n Taste” flavor strips that appeared in the February 18th People magazine is scoring well as an advertisement, itself. A study by Starch Communications, commissioned by Time Inc., found that 70% of people interviewed remembered seeing the ad, and 62% took some kind of action as a result – from talking about it to buying it. That level of performance is similar to what would be expected of an eight-page insert. The ceo of First Flavor, producers of the “Peel ‘n Taste” flavor strips, envisions a day, “…when you walk into the grocery store and there are [flavor strip] dispensers down the aisle.” (Delicious!) Advertising Age (June 2, 2008)
Tags: First Flavor, lickable advertising, Peel 'n Taste, People, Welche's Grape Juice