CBS adds flavor to its 'Cane' push

Share this content:

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."


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above