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[09/05/07 - 09:12 AM]
CBS Creates First of Its Kind Ad You Can Taste for the Fall Preview Issue of Rolling Stone Magazine
The network's "Cane" campaign will feature a "dissolving taste strip which will enable them to enjoy the full-flavor taste experience of a rum mojito, without any of the sugar, calories or alcohol."

[via press release from CBS]

CBS CREATES FIRST OF ITS KIND AD YOU CAN TASTE FOR THE FALL PREVIEW ISSUE OF ROLLING STONE MAGAZINE

INNOVATIVE "WORD OF MOUTH" PRINT ADVERTISEMENT GIVES AUDIENCES FIRST TASTE OF NEW CBS DRAMA "CANE"

CBS today announced that it has created a first of its kind print advertisement for a television series that tastes like a non-alcoholic lime Mojito. The inventive ad, which promotes the fictional Duque Rum brand featured in the highly touted new series "Cane," starring Jimmy Smits, Hector Elizondo, Nestor Carbonell and Rita Moreno, will appear in the fall entertainment preview edition of Rolling Stone, hitting newsstands Sept. 7. Setting a new standard for innovative marketing and brand differentiation, the multi-sensory campaign will directly reach Rolling Stone readers and offer them a unique opportunity to experience "Cane."

The concept for the print ad was developed by the CBS Marketing Group and Initiative, the media, marketing and digital advertising agency for the Network that created a slick promotion showcasing the Duque Rum brand alongside a tamper-proof taste packet developed by First Flavor. The insert includes a thin, tamper evident pouch with a non alcoholic lime mojito-flavored dissolving taste strip which will enable them to enjoy the full-flavor taste experience of a rum mojito, without any of the sugar, calories or alcohol.

The two page advertisement promotes the season premiere of Cane while driving consumers to a website http://www.luciaduquerum.com/, created exclusively to promote the series. The site will also offer visitors a unique opportunity to enter a search for "The Duque Rum Girl," who will be cast in an upcoming episode of "Cane."

"What better way to launch a new series like this then design a one-of-a-kind print ad you can taste!" said George Schweitzer, President, CBS Marketing Group. "We are always looking to stretch the boundaries of traditional advertising by finding creative ways to market our primetime series. We're confident that this latest concept will not only appeal to Rolling Stone readers, but engage them to get a true taste of Cane," he added.

"Rolling Stone has always provided a creative environment for marketers to conduct innovative, never-been-done-before advertising initiatives that break new ground and generate buzz. We are thrilled to be partnering with CBS on this and expect the results to be exceptional," said Ray Chelstowski, Publisher of Rolling Stone magazine.

"We are extremely pleased with the early success of our Peel 'n Taste� flavor strip technology and its ability to enable consumers to taste the flavor of a wide range of products - in this case - a rum mojito," said Jay Minkoff, President and CEO of First Flavor. "CBS is at the forefront of multi-sensory marketing and, with this first-ever media campaign, is pioneering new ways for companies to interact with their customers. Here, the network has given Rolling Stone readers a reason to pause and make a sensory connection to 'Cane.' This is just the first in a series of innovative, taste-driven campaigns we will be launching this fall, and we are very excited about the response our Peel 'n Taste� flavor strips are already receiving from national marketers."

CANE stars Emmy and Golden Globe Award winner Jimmy Smits ("The West Wing") in an epic drama about the external rivalries and internal power struggles of a large Cuban-American family running an immensely successful rum and sugar business in South Florida.

About First Flavor

First Flavor, Inc. is the creator of the Peel 'n Taste� marketing system, a groundbreaking, proprietary technology that enables consumers to taste the flavor of a product using a cost-effective and compact dissolving edible strip packaged in a thin tamper evident pouch. The Peel 'n Taste� program can be used in magazines and direct mail, or in-store at shelf, with displays or on product to drive sales and foster brand differentiation. First Flavor works with both global and emerging companies interested in using the sense of taste to design innovative marketing campaigns. First Flavor, based in Bala Cynwyd, PA, has partnered with David Michael & Co. to develop a sophisticated taste-matching technology that replicates the flavor of a wide range of products in its Peel 'n Taste� strips. For more information, please visit http://www.firstflavor.com/ or call (610) 785-1325.





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· CANE (CBS)
· WEST WING, THE (NBC)





[09/17/25 - 03:15 PM]
Nexstar ABC Affiliates to Preempt "Jimmy Kimmel Live!" Indefinitely Beginning Tonight
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[09/17/25 - 03:14 PM]
Buccaneers at Texans Delivers 17.4 Million Viewers, ESPN's Most-Watched "MNF" Week 2 Game Since 2008
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[09/17/25 - 02:14 PM]
Apple TV+ Lands "The Off Weeks," New Drama Starring and Executive Produced by Ben Stiller and Jessica Chastain
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[09/17/25 - 12:21 PM]
Prime Video Announces Franchise Expansion with Greenlight of "The Summer I Turned Pretty" Movie
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[09/17/25 - 12:01 PM]
Most Valuable Promotions Moves Blockbuster Jake Paul vs. Tank Davis Event to Miami, Florida's Kaseya Center on Friday, November 14, Live Globally Only on Netflix
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[09/17/25 - 12:01 PM]
Next on Disney+, Hulu, and ESPN - October 2025
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[09/17/25 - 12:01 PM]
"Camp Rock 3" Officially Greenlit for Disney+ and Disney Channel
Joe, Nick and Kevin Jonas will return to their iconic roles.

[09/17/25 - 12:00 PM]
"The Price Is Right" and "Let's Make a Deal" Kick Off New Seasons Beginning Monday, Sept. 22 with Special Episodes
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[09/17/25 - 10:26 AM]
USA Network Serves Up "Everything on the Menu with Braun Strowman," Premiering Friday, October 24 at 10:00 P.M. ET/PT
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[09/17/25 - 10:23 AM]
"Unaccustomed Earth" Adds Justin Bartha, Jayant Kripalani, Parveen Kaur, Swayam Bhatia and Palomi Ghosh to Cast
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[09/17/25 - 10:13 AM]
Video: Official Trailer - "Abbott Elementary" Returns October 1 on ABC and Stream on Hulu
Watch the season premiere Wednesday, October 1 at 8:30/7:30c on ABC and stream on Hulu.

[09/17/25 - 10:01 AM]
Award-Winning Artist and Horror Aficionado Janelle Monae Returns as "HalloQueen" for AMC Networks' "FearFest" Programming Event Celebrating Horror and Genre
The long-running, annual horror and genre programming event featuring over 650 hours of iconic horror films franchises, new series, specials and more, across linear and streaming.

[09/17/25 - 10:00 AM]
Mario Lopez Set to Host the 52nd Annual Daytime Emmy Awards in Exclusive Collaboration with "Access Hollywood"
The event will be streamed live at watch.theemmys.tv and via The Emmys app on Friday, October 17.

[09/17/25 - 09:56 AM]
"South Park" to Continue on Wednesday, September 24th at 10PM ET/PT on Comedy Central
Regarding tonight's previously scheduled episode: "Apparently when you do everything at the last minute sometimes you don't get it done," said Trey Parker and Matt Stone.

[09/17/25 - 09:07 AM]
The CW Gives Classic TV Fans the Chance to Step Back in Time with "TV We Love"
The nostalgic series celebrates eight of America's most iconic television shows and the indelible mark they left on popular culture.