A taste for magazines?

[This post has been updated] A new magazine ad campaign for Welch's grape juice involves lickable “Peel and Taste” samples. Next month, readers of People magazine will be offered the chance to peel back some metal foil and get a sample of the the juice. The story is that the creators, a company called First Flavor, hope the gimmick will catch on like breath strips that dissolve on the tongue. The only other time it has been used was to advertise for the CBS television series “Cane”, by having ads for a fictional rum company, though it has also been used to familiarize consumers with the taste of Arm & Hammer toothpaste.]

[UPDATE: As you'll see from a comment to this item, the manufacturer of the flavour strip are somewhat dismayed that people think they have to lick the magazine page. First Flavor says its intentions were that the reader would take the strip from under the foil cover and put it in their mouths. We have to wonder, however, whether this story would have got the same attention...]