Advertising on Eggs, Israel Imports Marketing Technique
In Israel, a basic household staple will be turned into
an advertising platform, according to Mako News.
Sig, an Israeli company that works on management
solutions, has taken a leaf out of America’s book and plans on printing product
ads directly onto eggs.
The concept is by no means a new one. In the U.S., as far
back as 2006, CBS placed laser imprints advertising their TV shows on 35
million eggs, featuring humorous slogans like “Crack the Case on CBS” and
“Hard-Boiled Drama.”
EggFusion, a developer of the “egg-vertising” process
from Deerfield, Illinois, saw the venture as a new innovative advertising
medium with marketing potential. Whereas print and television ads must
constantly vie for the consumer’s attention, eggs naturally catch notice, and
are sometimes seen multiple times before use. “It’s unlike any other ad medium
in the world, because you are looking at the medium while you are using it,”
Bradley Parker, EggFusion’s founder, told the New York Times.
Now, Israelis seeking to capitalize on the venture, have
imported an egg etching machine from the U.S. The machine produces ultra-thin
etchings that measure only 5 percent of an eggshell’s thickness, and applies
the etchings by laser.
Since the first egg ads went out, popular interest for
the idea has picked up dramatically, notes the company. “We’ve already received
many calls from people who are very excited about the egg adverts” Adi Tal,
Sig’s director of public relations, told Mako News. “We started the joint
venture with the coops of Ramot Hashavim, and many people who already got the
eggs at home were [positively] surprised to find the advertisements.”
The images are printed at a price of about 1.5 Israeli
agurot (about a third of a cent) per egg, good numbers for a mass-appeal
product like eggs.
Going forward, Sig is courting larger companies, in the
hope that egg advertising will enter the mainstream.
“We’ll run with this project from here on, and we’ll
offer to big companies the chance to advertise on the eggs, a necessary product
in every house in Israel” said Tal.
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