CBS 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 slick promotion showcases 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 that 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 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."