Saturday, April 11, 2009

Taste-ful ads may help newspapers

Willy Wonka would be proud. When Adnan Aziz saw people licking orange-flavored wallpaper in the film Willy Wonka and the Chocolate Factory, it gave him the idea for a novel form of advertising.

Together with Jay Minkoff, an entrepreneur, he set up First Flavor, a firm that makes edible films that allow consumers to sample the flavours of foods, drinks and other products.

So far First Flavor has distributed films that taste of grape juice, acai-berry juice, lime-spiked rum and baking-soda toothpaste in shops and magazines, and via direct-mail campaigns. The company even designed a deliberately foul-tasting cigarette-flavoured strip to distribute to schoolchildren as part of an anti-smoking initiative.

Now, in partnership with US Ink, a big supplier of newspaper ink, First Flavor has set its sights on a broader and riskier market: newspapers.

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