Eat this, Volkswagen

Ruth Mortimer is Marketing Week’s associate editor and a prolific blogger. She won a PPA Award for her forthright and insightful columns on marketing.

I have sometimes had to eat my words. But Volkswagen wants you to eat its ads. Yup, the South African branch of the car brand has placed edible marketing in Auto Trader.

The copy for the ad reads: “Eat the Road. Seriously, eat it.” And just what does VW taste like? Well, according to the ingredients, it tastes like glutinous rice flour, water, salt, propylene glycol, FD&C colour and glycerine. Mmmm, no clue what that means. It probably tastes like chicken or something – doesn’t everything?

I’m not sure this technique could work for every brand but it’s certainly an unusual gimmick. And something new that print can offer over internet. I’ll wait to see the supermarket food magazines bring wild and wacky tastes to their ads in 2012…..


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