An ad in good taste ?

Next time you pick up a soggy journal at your nearby clinic, get yourself sterilized.

Talk of revolutionary marketing. Getting people to use multiple senses to process ads is a good way to build a stronger connection with consumers, ad experts say. "It's hard to forget whose brand you are licking," says Lisa Haverty, a cognitive scientist who works in the marketing field.

Welch's (grape juice) is taking out full-page print ads in People magazine this month that give readers a chance to sample its grape juice by licking the ad. The front of the advertisement shows a huge bottle of the juice, while the back has a strip that peels up and off, with text that reads: "For a TASTY fact, remove & LICK."
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Print ads present a unique challenge for marketers because they don't typically have "sound or motion," the two things that tend to make ads stand out, says Paul Caine, president of Time Inc.'s Entertainment Group, which includes People magazine. Adding taste is one way to create a new way to grab reader attention, he says. People has experimented with adding sound chips to some print ads.

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