Lickable Ads + Cards: even better than scratch-and-sniff!


It’s tough out there in the 21st century. What’s a magazine to do? The internet is running circles around print. And greeting cards? How can they compete against e-cards with their music and animation?

Welcome to the world of sensory marketing.

For years perfume and cologne companies have been using scented strips to introducing customers to their fragrances. Scratch-and-sniff advertising had a burst of popularity in the late 1970’s. Now peel-and-lick lickvertising is having its moment.

Newspapers and magazines are hoping to lure advertisers back with this new value-added feature. In magazines, the Peel-and Taste ads consist of a sticker flap that is pulled back to reveal a thin, dissolvable flavor strip infused with a taste of the goods. Taste-it-notes adhere foil pouches containing the flavor strips to newspapers.

Beverage companies have been quick to embrace the format. Welch’s grape juice and  Sunny Delight’s new smoothie line have given way to alcohol-free licks of Absolut Mango, Finlandia’s Tangerine Fusion vodka, and Captain Morgan’s Parrot Bay key lime rum.

The flavor strip technology has been adapted for Tasties, American Greetings‘ new line of cards. The doughnut, margarita, or birthday cake flavor corresponds to the message and image contained in the card.

Lick or ick?

Would you lick a greeting card? Or a magazine lickvertisement? See all the flavors and request a sample at the the manufacturer’s website:

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4 Responses to Lickable Ads + Cards: even better than scratch-and-sniff!

  1. I don’t think I could do it…

  2. Felicia says:

    Bad idea. I don’t even want to think of the sanitation issues of magazines with used flavor strips in waiting rooms or other public places. Yuck!

  3. Janice says:

    So true. I heard someone liken the taste of Absolut Mango taste strips to Flintstones chewable vitamins.

  4. Ick. A “lickable” advert would just fly in the face of the exact thing that would motivate me to purchase. “Here try Welch’s all-natural grape juice. Just taste how good it is on this artificially-flavored lick strip.” Anyone else see the irony?

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