Welch's ad campaign takes a licking

Scratch-and-sniff lives!

Welch's, the grape drink giant, has initiated a new marketing program that includes a lickable ad for its grape juice. The first such appears in the current issue of People magazine in the form of a full page ad that lets the customers peel to taste.

What about if someone gets to the ad before you do?

Says Full Flavor, the company that created the campaign, if someone doesn’t rip off the whole sticker the flap can’t reseal, which gives you an easy way to know whether the ad already has been licked.

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