Strippin’


This week you’ll notice a theme in my posts. Today, as you’ve no doubt noticed, the topic is Strippin’.

Drop by tomorrow for Smokin’, Wednesday for Drinkin’ and Thursday for Fightin’. Combined, this week’s posts will have a lot in common with a Sudbury Saturday night.

Today’s post isn’t about how Diablo Cody’s screenplay for Juno has caused a spike in Sunny D and Tic Tac consumption (although I bet it has); this is a post about the latest advertising trend.

If you read People Magazine, the ad in the picture above may be familiar. For those of you who haven’t seen this ad, what you’re looking at is a new way to sample food flavours. Similar to a breath freshener strip, these compact little samples melt on your tongue and are supposed to deliver a true taste of the product they advertise.

According to a press release based on info published in Advertising Age, this ad doubled the purchase intent for Welch’s 100% Juice Grape Juice. Curious to see how the sample stood up to the real thing, our test kitchen crew tasted first the strips and then the juice.

Out of six tasters, the results were unanimous that the strip taste and the product taste were very different. The strips were sweet and redolent of grapes but lacked the tang that makes grape juice so appealing and quenching. In fact, we agreed that based on the strip test alone we likely wouldn’t buy this juice.

I also noted that while several of us took a glass of juice back to our offices, no one wanted a second strip for later or to share with a friend.

Have you tried a flavour strip ad? If so, what did you think?

8 Responses to Strippin’

  1. Matt Hanson says:

    Good writing. Keep up the good work. I just added your RSS feed my Google News Reader..

    Matt Hanson

  2. And you read People Magazine just for the ads…

  3. danamccauley says:

    That’s my story Peter and I’m sticking to it.

  4. Cheryl says:

    Ick. I think Welch’s would be as likely to lose long-term adherents as to gain a new customer base…

  5. Honestly, as my young friend Katherine would have said, “That’s gross.”
    It’s another one of those moments when you wish you were at the meeting when they all decided that this would be a good idea.
    Even the perfume strips don’t really smell like the actual perfume! blech.

  6. danamccauley says:

    FYI: although the juice is 100% pure juice, the ingredients used to make the coating for the strips that supposedly duplicates the taste of the bottled product, has a laundry list of artificial stuff. There is really no way they could get an apt match given the ingredient differences and I think some people who see 100% juice advertised, try the strip and then read the ingredient list that accompanies it, will feel tricked and angry.

  7. I can’t help but wonder what is the carbon imprint of those flavor strips. What a waste. And, also thanks for leaving that tip on lavender at my place (and visiting.)

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