Tasteful Marketing

The Cincinnati Enquirer: Coca-Cola North America was looking for an innovative way to market its new Hi-C Sour Blast juice boxes.
These weren’t just any old juice boxes, but the lunchbox drink of choice for millions of schoolchildren each day. The Sour Blast has a sour candy-coated straw that gives a burst of pucker-up flavor before that sweet Hi-C finally hits the mouth.
“Now, I’d like to hand everyone one of these juice drinks with the coated straw,” explained Dan Walsh, a Houston-based senior brand manager for Coca-Cola. “But that, my budget does not allow.”
Instead, he hired POP Marketing Group Inc. of Covington to produce its Tongue Tickling Tattoo candy in Hi-C’s sour green-apple flavor.
Then Coca-Cola placed 2 million edible tattoos on a Hi-C advertisement in a double Teen People magazine issue this year.
The candy product insertion was an ad industry breakthrough, according to Walsh.
More than 10,000 Teen People readers subsequently logged on to a Web site to request more free samples, he says.
A tattoo with taste [The Cincinnati Enquirer]