Ogilvy Dubai Creates The World’s First Tastable Print Ad

Taste, in every sense, is a personal thing. It has to be directly experienced to be completely understood, appreciated, sought for and subscribed to. For a beverage like Fanta which is relatively known for its unique orange taste, introducing a new “more orange-y” flavor – is undeniably, vague. No matter how much we described it. The product had to be tried, thus the necessary means of sampling. By creating the world's first tastable print ad, OgilvyOne Dubai enabled the audience to immediately and directly react and respond. Average and forgettable sampling was transformed into an innovative medium using print media to showcase the taste. This allowed for curious people to tear and try the new taste of Fanta straight from the print ad without having to drink it.



The copy in the poster and ads reads like this :

“Like a burst of sunshine through a cool wisp of wind, it’s sweet and tangy, surprising and juicy. It tickles like a delicious secret that you cannot bear to share. And how lush it feels at every sip, like an instant whiff of a fresh bouquet of flowers in spring! With a quick sharp jolt of tart and a sudden burst of sugary-citrusy-sweetness, it leaves your tongue tingling pleasantly. Then, it curls deliciously around your taste buds, tantalizing your imagination & ripples happily down your spine. Are you still with us? Great! Cause we would like you to try Fanta’s new taste, deliciously orange. Yes, right now! Just tear off a piece of this page pop in your mouth & enjoy a Fanta by tasting this ad!”