Make That Ad Disappear!

Leo Burnett Italy has created a novel awareness campaign for the Fiat Panda which makes use of 100% edible paper as the medium. I guess the agency was relying on word of mouth rather than reaching more of the target market through potential pass-along readers.

In order to generate buzz and interest in the car deal, the unusual ad comes packaged with a magazine and reads, “100% edible paper. Fiat Panda 1.2 Natural Power Climbing at €11.000. Offer valid until supplies run out. Better make this ad disappear quickly.”

An interesting idea, although one would question how many of these ads were actually seen by the target market, considering the relatively high production costs the ad would require.