Welch’s Launches Ad with Taste Sample in ‘People’ Magazine
CONCORD, MA—Welch’s today announced the use of First Flavor’s Peel ‘n Taste(R) flavor strips in its soon to launch print ad. The taste technology will debut in the February 18th issue of People, signifying an industry first for use in a national campaign.
For more than fourteen years, spokeskids espoused the sweet, bold taste of Welch’s 100% Grape Juice, until the company changed its strategy to focus more on the health and nutrition benefits of its flagship product to Gen X Moms. As part of this effort, Welch’s launched an entirely new ad campaign created by JWT this past November and is now adding an interactive approach to reaching moms with its new print creative.
Welch’s People print ad includes a thin, tamper evident pouch with a Welch’s 100% Grape Juice-flavored dissolving taste strip. Readers simply place the edible strip on their tongues to sample the bold, sweet taste of Welch’s 100% Grape Juice.
“Welch’s is a 139 year old brand that’s reinventing itself to add more relevancy for today’s mom—and our advertising is no exception,” said Christopher Heye, VP of marketing for Welch’s. “Women are increasingly looking to lead healthier lives—for her and her family. We want her to know that the Concord grape, which has always been the secret to Welch’s 100% grape juice, is loaded with health and nutrition benefits. This new ad allows her to taste how delicious our product is, and at the same time it reinforces our health message that it has twice the anti-oxidant power of orange juice. We’re excited to be able to communicate this health message in a new, engaging, innovative way.”
“We are always looking for new technology to bring to both our clients and our 42 million weekly readers,” said Paul Caine, President, Time Inc. Entertainment Group. “We are pleased to partner with Welch’s on such a creative, impactful execution.”
“Welch’s first-ever national taste campaign is innovative, groundbreaking and all about giving consumers a new taste experience,” said Jay Minkoff, President and CEO of First Flavor. “We are proud that Welch’s has selected our Peel ‘n Taste(R) flavor strips to reach its expanding and evolving customer base and give them a true taste of the flavor of Welch’s 100% Grape Juice.”
About Welch’s
Headquartered in Concord, Massachusetts, Welch’s is the processing and marketing affiliated Cooperative of the National Grape Cooperative Association whose Concord and Niagara grapes are harvested from vineyards across America and Canada. Since the inception of its “unfermented grape wine” in 1869, Welch’s now produces and markets grape juice and grape jelly plus more than 400 other fruit-based products from juices to dried fruit to frozen concentrates. Welch’s is committed to researching and developing new products to meet the growing demand for products that address consumers’ health and wellness needs. Welch’s products are sold throughout the United States and in some 50 countries around the globe. For more information visit http://www.welchs.com .
About People
People revolutionized personality journalism in 1974 and is today the world’s most successful and popular magazine. Each week, the People brand brings more than 43 million consumers the latest news, exclusive interviews and in-depth reporting on the most compelling people of our time. In addition to unparalleled access to the entertainment community, the stories of real- life “Heroes Among Us” remain an essential component of People’s editorial approach. PEOPLE.com is the premier web destination for celebrity news, photos, style and entertainment coverage. With reporters across the globe, People is headquartered in New York City. For more information visit http://www.people.com.
About First Flavor
First Flavor, Inc. is the creator of the Peel ‘n Taste(R) marketing system, a groundbreaking, first-in-class and proprietary technology that enables consumers to taste the flavor of a product using a cost-effective and compact dissolving edible strip packaged in a thin tamper evident pouch. Peel ‘n Taste(R) campaigns are eye-catching, innovative and flavor-filled. The Peel ‘n Taste(R) flavor strips can be used in magazines and direct mail, or in-store at shelf, with displays or on product to drive sales and foster brand differentiation. First Flavor works with both global and emerging companies interested in using the sense of taste to design innovative marketing campaigns. First Flavor, based in Bala Cynwyd, PA, has partnered with David Michael & Co. to develop a sophisticated taste-matching technology that replicates the flavor of a wide range of products in its Peel ‘n Taste(R) strips. For more information, please visit http://www.FirstFlavor.com or call (610) 785-1325.