Annals of Advertising: See It, Lick It

Sometime even the best pictures of products aren't enough in ad campaigns. Perfume companies, for instance, have long been incorporating smelly in magazines. Now the Wall Street Journal reports that Welch's is taking out a full-page ad in People magazine that gives readers the chance to sample its grape juice by licking the ad. As a magazine editor and avid magazine consumer, I see this as a great thing. Print has been trying to find a way to battle against the Internet for advertising, and this

Sometime even the best pictures of products aren't enough in ad campaigns. Perfume companies, for instance, have long been incorporating smelly "scent strips" in magazines. Now the Wall Street Journal reports that Welch's is taking out a full-page ad in People magazine that gives readers the chance to sample its grape juice by licking the ad. As a magazine editor and avid magazine consumer, I see this as a great thing. Print has been trying to find a way to battle against the Internet for advertising, and this might be the killer ap that makes it possible! I foresee a day when Domino's Pizza lets me experience its crunchy/cheesy crust in US Weekly. I think camera manufacturers should get in on this and started cooking up a technology that allows cameras to capture flavor as well as image. Hey, don't laugh--it will probably happen.
--David Schonauer