Move over, scent-based marketing. Pennsylvania's First Flavor has combined the technology behind breath strips with a more sophisticated flavor palette and a twist of print media savvy to create a new kind of taste-based ad.
CBS has ordered up mojito-flavored taste strips to promote Cane, a new Jimmy Smits vehicle. Smits's character runs a family rum business in the new show. The strips will be inserted as samples inside Rolling Stone magazine.
This execution shows how the assocations of "taste" could stretch beyond simple food and beverage promotion. (In fact, I doubt most CPG brands would risk trying to replicate their carefully crafted flavors on a filmy-tasting breath strip.) On the other hand, I don't think every experience has a de facto taste quality. Even the relationship between Cane and a mojito seems a little forced. Do you think edibie strips can overcome their heritage in "oral hygiene" to become a bona fide promo tool? Thanks Marta for the tip.
Misha Cornes
Strategists & Planners
Comments (2)
As the co-creater of this product, I can tell you that major consumer product (food, beverage and flavored medicines) companies are very interested in using this innovative Peel 'n Taste(R) marketing technology. While we can't replicate the entire experience of eating or drinking a product, we can replicate the flavor of most products in edible film so that consumers can differentiate between products. This is particularly useful and effective for products which historically did not taste good or don't sound good, such as many 'good for you' or 'healthy' products.
Posted on September 13, 2007 17:29
Although i thought the scent marketing idea you recently wrote about Air Aroma was more interesting and seemed like a much more effect marketing too in my opinion. I still thought this was a great article, lots of interesting developments happening in the marketing world im noticing.
Posted on September 17, 2007 22:05