Fanta has produced the “world’s first tasteable advert”, developed for the drinks market in the United Arab Emirates.
Memac Ogilvyin Dubai has gone all Willy Wonka on us. Their Fanta campaign features a print ad promoting their new recipe for the soft drink. But you don’t have to wait for a can before you taste it – just pop the paper in your mouth and experience it first-hand.
The agency worked with chemists to infuse Fanta’s secret formula on a consumable type of paper with the message printed with edible ink.
The ad is kept in a plastic sleeve as a magazine insert, encouraging customers to tear off a piece and try the flavour. They’re also invited to share with friends as 100% of the ad is coated in the flavouring.
"Taste, in every sense, is a personal thing. It has to be directly experienced to be completely understood, appreciated, sought for and subscribed to,” says Memac Ogilvy.
“For a beverage like Fanta which is relatively known for its unique orange taste, introducing a new “more orange-y” flavour – is undeniably, vague. No matter how much we described it. The product had to be tried, thus the necessary means of sampling.
“Enabling the audience to immediately and directly react and respond. Average and forgettable sampling was transformed into an innovative medium using print media to showcase the taste. This allowed for curious people to tear and try the new taste of Fanta straight from the print ad without having to drink it."
So, would you eat paper supplied in a magazine?
“We took the mundane sampling experience and converted it into an exciting activation,” says the agency.
“The client’s successes were derived by the shareabilty and reach the magazine sampling allowed. Promotionally we were able to tap into an audience otherwise unreachable through this medium and communicate the new flavour as well as the fun brand personality.”