Chew On Volkswagen’s Edible Ad

In order to literally demonstrate the “awesome road-eating power and acceleration” of their new VW Golf R, a print ad that could be eaten was created.

To demonstrate the road-eating power of the new Volkswagen Golf R, Ogilvy Cape Town created an edible ad. Yes, you read that right, the page is made from “glutinous rice flour, water, salt, propylene glycol, FD&C colour, glycerine” and can actually be eaten. These print ads have been incorporated in the Auto Trader magazine and the copy reads: “Eat the road.” The idea behind this gives people a test drive (in their mouth).

An interesting marketing strategy, but curious to see how many readers were lured to eat paper by the image of a plain road.

Ogilvy Cape Town

Volkswagen

[via Ads Of The World]

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