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Panpa Bulletin : February 2010
HAVE an orange smoothie! But don't thank us -- inspiration for this world-first newspaper offering came from Wil- lie Wonka. If you have not already done so, open the lit- tle packet on the front page of The Bulletin and pop into your mouth the slim slip of film. You'll experience a new way in which newspapers can encourage advertisers to reach their target markets. The inventors created the flavour strips after watching the movie, Charlie and the Chocolate Factory, where characters could run their finger across confectionary such as schnozzberries to taste it. The Peel 'n' Taste strips are being launched in Asia and the Pacific region to enhance the com- mercial appeal of newspapers to companies that want to use sensory marketing as part of their strategy. The taste strips can be created to mimic not only an orange smoothie, which was created for the American product line Sunny D, but an ice cream, a pizza topping and even Krispy Kreme donuts. Repeated research says individuals achieve a better recall of an event, or a product, if they use at least two senses, such as taste and smell. "The more senses you add to a brand experience, the more your product is memorable," says Jay Minkoff, co- founder and president of First Flavor, a Los Angeles-based company that has created the Peel 'n' Taste strips for print media. The Bulletin is the first newspaper to publish with the strips on a front page, although many magazines have used the product. "The introduction of this product is the first time a brand marketer has had the ability to market the flavour of their product using mass media," says Mr Minkoff. "Traditionally, food companies have been restricted to live demos in a supermarket. Alco- hol, fruit juice or a donut manufacturer had to use sampling conducted by a person in-store. "It's too expensive. Now a trend is emerg- ing to use the ability of print media to target an audience, whether that is a print newspaper, magazine or direct mail." US magazine Store this year nominated Peel 'n' Taste strips as one of the top 20 marketing ideas for food companies this year. The strips have been brought to the region by the ink supplier, DIC. Web Business manager Meredith Darke says her company wants to pro- mote Peel 'n' Taste "because we believe this is a great, innovative product that can help ensure newspapers remain relevant for advertisers". DIC and its partner, Sun Chemical, have a global marketing arrangement with First Flavor to market the strips to newspaper companies. Mr Minkoff says US and European ad agen- cies are starting to embrace the taste-strip strat- egy because it represented "something different and innovative". "Agencies want to make themselves look more creative to their clients. And they want to cut through the clutter of noise of traditional advertising. We have gained a lot of interest from FMCGs (fast-moving consumer goods), especially for magazines with a target market." Mr Minkoff says the famous US brand, Welch's Grape Juice, achieved a better brand recall from having a taste strip stuck on page 75 of a magazine than from a gatefold front cover. Other clients include Captain Morgan's rum and Krispy Kreme donuts. "The product is the taste equivalent of what consumers have been used to, such as scent prod- ucts like scratch and sniff," says Mr Minkoff. The strips are packaged in a pharma-quality pouch that must be peeled open and is tamper evident. The pouch can be printed in four colour printing to be consistent with the graphics and branding of the product it represents. Companies in Sydney and China have the capacity to make the strips. A rough price guide indicates that a stock strip, such as orange, costs $US3,500 to replicate. Original flavours cost around $US7,000 to manufacture. The production of the pouch can cost 50c each for a short run of 100,000. The price falls dramatically with volume. Mr Minkoff says food and beverage com- panies commission the strips and pouches, and then pay the publisher for their pres- ence on a newspaper or magazine. "So far, a traditional advertising model has been applied," he says. "For food companies, this is a much cheaper alternative than in-store sam- pling, which can cost up to $US3 per sample. We are 10 to 20 percent of that cost. Research shows that our samples are as effective in driving purchase intent." 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WHEN we discovered a newspaper can now tantalise your taste buds, we just had to showcase the idea in The Bulletin. We believe that products such as First Flavor's Peel 'n' Taste strips offer new revenue opportunities for newspapers. Food and beverage companies are the obvious targets -- after all, they are the ones who sell "taste". Selling it might not be easy.To be successful, an account executive will need to take the solution-sales approach. Understanding a prospect's product sampling costs, and related increase in sales, will be an important facet of any approach. Research on the First Flavor website indicates the option for using the strips on the front of magazines and newspapers can be a much cheaper alternative. It is not only food and beverage companies that might be interested. For example, ING Bank heavily markets its brand colour of orange, which could have an even stronger recall when linked to flavour -- so maybe brands with a similar colour focus are an opportunity. Client education is also important. Not every ad agency or in-house marketing executive understands sensory marketing, as opposed to crunching the CPM numbers, or click-throughs. To use the Peel 'n' Taste idea productively, having details and research on sensory marketing will be a vital part of any pitch. In the last issue of The Bulletin, we road-tested digital printing with Oce. We know this created considerable interest with some newspaper executives, who could see the potential for new revenue. Arguably, the Peel 'n' Taste strips are a much simpler idea. But we all know there is no such thing as an easy sale. Why we've got the taste for flavour strips Sweet taste of sensory marketing . . . a new way for newspapers to engage with their readers Mark Hollands www.panpa.org.au Meredith Darke . . . 'we believe this is a great, innovative product that can help ensure newspapers remain relevant for advertisers' See Meredith Darke on video, discussing the taste strips -- www.panpa.org.au Mark Hollands NPA The PANPA Bulletin | MARCH, 2010 | 11