Consumers eating adverts: The world's first lickable wallpaper

Inspired by Roald Dahl's 'Willy Wonka', a well-known cake brand has taken advertising a step further.

Jaffa Cakes. Rather than using the age-old question of whether they are intrinsically cake or biscuit, the company has taken sensory experience in advertising to a new height -- by developing lickable wallpaper.

Inspired by author Roald Dahl's 'Willy Wonka and the Chocolate Factory' novel, the baked goods producer McVitie's spent four weeks transforming a London elevator into a moving advertisement -- complete with 1325 Jaffa Cakes lining the walls.

Picture it; you are one of many suits shoved together in an elevator up to the top floor, and you feel peckish. What do you do? Lean over a little (perhaps mumbling an 'excuse me' in the process) and set to licking the orange-jelly chocolate sponge cake of your choice.

Who wouldn't, right?

The marketing campaign was developed by London-based agency Mischief, and the elevator is now in use by employees of communications company Engine in Great Portland Street, London.

Philippa Tilley, senior brand manager of McVitie's Jaffa Cakes, told The Drum:

"We are all about bringing a bit more fun to life and this was the perfect way to get a little joy straight to stressed out office workers."

To maintain hygiene -- who knows what saliva-transported germs could be exchanged -- the company behind Jaffa Cakes have installed a bell boy to remove any 'pre-licked' cakes from the wall.

How long the marketing ploy will last no doubt depends on the likely descent of London's health and safety inspectors.

Image credit: McVitie's

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This post was originally published on Smartplanet.com