CBS adds flavor to its 'Cane' push

Share this article:

For the launch of its new fall television series "Cane," CBS has devised a marketing campaign so good, it melts in your mouth - literally. CBS is using the patent-pending Peel æn Taste dissolving flavor strip to let Rolling Stone magazine readers taste a rum mojito cocktail, supposedly made with Lucia Duque Rum. "Cane" features a Cuban-American family running the successful Lucia Duque Rum business and stars Jimmy Smits.

"Interactive taste messaging is all about getting the consumer to stop and spend a few more minutes with your message," said Jay Minkoff, president/CEO of First Flavor Inc., the company that makes the Peel æn Taste flavor strip.

The flavor strips are inserted into the September 7 New York and Los Angeles editions of Rolling Stone. The insert includes a thin pouch with the strip, which readers can place on their tongues. The insert was placed by Initiative, the marketing agency working with CBS to develop the campaign for "Cane."

First Flavor makes the strips for a variety of marketing vehicles, some of which will begin appearing over the next few months. The strips are expected to turn up in store dispensers, promotional material and catalog orders. Not all strips will be accompanied by a coupon.

"If a consumer doesn't have information about a product, a coupon is one way to encourage trial," Minkoff said. "However, if consumers know that they like the taste of something before purchasing it, then maybe they don't need a coupon."

Share this article:
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Wine.com Uncorks New Digital Marketing Opportunities

Wine.com Uncorks New Digital Marketing Opportunities

The online wine retailer's strategy incorporates different flavors and depths.

93% of Companies Are Ineffective at Cross-Channel Marketing

93% of Companies Are Ineffective at Cross-Channel Marketing ...

Companies point to a lack of resources as the most common reason for lackluster marketing integration, a study says.

Metal Mulisha Races Towards Customization

Metal Mulisha Races Towards Customization

The motocross apparel company boosts mobile and Web conversions through product recommendations and personalized search.