marketing :: scratch & sniff goes peel & taste

Campbell Soup Company - V-Fusion®We've all scratched and sniffed.. I'm talking about product samples found in magazines and sometimes even found on the products themselves. A great idea in marketing to preview the products before we buy. But what an even better idea to put flavor strips on the product's sheves so that we could actually TASTE the products first.

WILLY WONKA would be proud. When Adnan Aziz saw people licking orange-flavoured wallpaper in the film “Willy Wonka and the Chocolate Factory”, it gave him the idea for a novel form of advertising. Together with Jay Minkoff, an entrepreneur, he set up First Flavor, a firm that makes edible films that allow consumers to sample the flavours of foods, drinks and other products.

The Campbell Soup Company was faced with the challenge of marketing V8's V-Fusion® juice brands. With V8's image as a producer of vegetable juice engrained into the minds of the general public, V8 needed to find a way to raise awareness about its new and great tasting fruit and vegetable juice products among consumers. The company turned to First Flavor to create a V8® V-Fusion® Pomegranate Blueberry Peel ‘n Taste® strip to be used in conjunction with point-of-sale coupons .

Teaming with News America Marketing (NAM) and First Flavor, V8 launched an in-store promotion in 300 Kroger retail supermarket stores across the southeastern United States during the months of March and April, 2008. The unique marketing endeavor featured custom branded NAM's Shelftake OneTM coupon dispensers with flyers affixed with V-Fusion® Pomegranate Blueberry Peel ‘n Taste® flavor strips.

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