Print ad tastes like a Mojito

[Toliver]

'Cane' Push Blends Content, Commerce

In a bid to generate buzz for its new prime-time series Cane, CBS has created a marketing campaign that integrates a print ad, appearing in the Sept. 7 issue of Rolling Stone, and a promotional contest into the storyline, which follows a Florida family in the rum making business.

The Rolling Stone ad is unusual on several fronts. It promotes a fake brand, Duque Rum, named after the family on the show, which stars Jimmy Smits. The ad features a sealed "flavor strip" designed to taste like a rum-based Mojito drink. This marks the first time a flavor strip has been used to tout a TV show, the network said.

While the first push seems relegated to a magazine, there's also a web site for the fake rum company in the TV show and a real contest that will be incorporated into the storyline on the show.

As for the mojito-flavored strip in the magazine, I think it's step above perfume strips.

Will someone take one for the team and try the flavor strip to see if it really does taste like a mojito?