Lickable Ad???

Welch's, a juice that constantly is targeting kids, has created a lickable ad. In the February 18th edition of People's Magazine on page 75 an ad for Welch's Juice shows a big container of their juice. Next to the juice there is a caption reading "For a Tasty Fact, remove and Lick" which points down to a peel off that reveals a lickable surface to try their product. 

By placing this ad in People's Magazine the Welch's brand is targeting the parents of their young consumers. Although kids often influence their decisions, these parents are the ones that are making the decisions on what their children consume. By normally displaying kids enjoying their product in advertisements the company is pulling in young consumers. They also attract the parents by constantly labeling their product as 100% real juice. 

People are both excited and in shock about these new ads, developed by a company called First Flavor. Although they are new and innovating, their is the problems of sharing saliva because magazines have a large pass along rate. Therefore, because of the extra price of the ad, marketers are wondering if it is worth the money. The ad is not benefiting from the magazines pass along rate. 

Although pretty accurate Karen Mitchell, Welch's corporate director of marketing is quoted saying "We could not match the taste exactly, but we got pretty close." She also explains that people are misinterpreting the product. Customers are not supposed to lick the magazine page, but a purple square inside the foil pack and then throw it away. 

I think these new ads are very innovating and are breaking through the clutter. Although the kids are most likely not the ones licking the ads, parents may be more willing to try this brand for their child after a successful "Lick". 

Click Here to visit this article from Erie Times News.