Adweek: Media Plan of the Year '08
For the better part of 15 years, Welch's behaved like a typical packaged goods company when it came to marketing, setting itself apart with network TV ads featuring tots espousing the great taste of its 100 percent grape juice.
The first objective was to create an ad that would get people talking. After looking at other interactive ads, including those that included fridge magnets or emitted noises, creative partner JWT found First Flavor, which developed a lickable ad using "Peel 'n Taste" taste strips that dissolve on the tongue like a breath strip. First Flavor already had snagged buzz with a mojito-flavored ad to promote CBS' series Cane that ran in Wenner Media's Rolling Stone last September.