Beyond scratch & sniff...waaay beyond

A small company called First Flavor, in Bala Cynwyd, PA, has come up with a marketing idea that is either genius or disgusting. They have developed a technology called Peel 'n Taste, where a thin sheet of edible film is impregnated with flavor. (It's the same technology as is used to make those breath freshener strips.)

First Flavor is marketing the idea to companies that hope to encourage consumers to buy their product by giving them a taste first. The flavor strip can be delivered in a number of ways, including print ads, direct-mail brochures or in-store displays. First Flavor has created test ads that taste like everything from toothpaste to cherry-vanilla cola to cheese pizza (eeeuww).

One company that has taken them up on the idea is Welch's. Some time in February, People magazine will run an ad that will have a Peel 'n Taste insert for Welch's grape juice. (Hard to imagine anyone who doesn't know what Welch's grape juice tastes like.....)

The challenge to the reader of such a magazine ad is to make sure that s/he is not licking the flavor strip (in the doctor's office, let's say) after several other people have had their go at it. The tip off is in the sealed pouch that holds the flavor strip. If the pouch is unsealed, then someone else has already licked it.

On a side note, First Flavor says that the inspiration for their flavor strips was the scene in the Willy Wonka movie (the Gene Wilder version) in which the kids try one of Wonka's inventions: lickable wallpaper.