I'm showing off the book cover first, which was sent out to book critics wrapped in that familiar red net one buys oranges in. We've seen fruit stickers as ads before, on apples for Yrkes-SM and Bananas for Garfield the movie, but this example is less farfetched than a lasagna loving cat in your fruit bowl. The book it advertises, Tutti Frutti, is like a dictionary of every fruit and berry there is, where facts, recipes and inspiration on each fruit fills the pages together with ultra stylish and mouth watering photographs of each one. The book is written by Klas and Maria Lindstrand, and designed by Klas Lindstrand who also came up with the advertising concept. See stickers inside.

The stickers direct people to "Buy the book now on adlibris.se" - you can do that here.

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (6)

  • adlib's picture

    The book cover in "orange net" should have been sold like that in stores! I love that.

    Feb 18, 2008
  • deeped's picture

    The thing is that the writers is telling Swedish media that they found a new media-channel... yeah right...

    Feb 19, 2008
  • kurtberengeiger's picture

    I this instance, the media is indeed the message. But neither one is especially new.

    Feb 19, 2008
  • Dabitch's picture

    Nothing new under the sun. ;)
    Kirshenbaum quoted as saying "we were the agency that invented advertising on fruit. ".
    Quote from Businessweek 1996 "THE NEW HUCKSTERISM" : "Even fresh fruit isn't immune. Quaker Oats' Snapple Beverage Div. slapped ad stickers on kiwis and mangoes this spring".
    So yeah, back in 1996 ads on fruit were done and while Snapple is likely the most well known example, I'm positive it's been done before. (Hell, even I've done it back in 1999).

    Feb 19, 2008
  • tod.brody's picture

    Rich Kirshenbaum needs to recheck his facts and come off his high
    horse. When I was a kid in NYC, Chiquita replaced their normal banana
    stickers (for a short while) with a Kellogg's sticker suggesting the
    cereal banana combination. I have no idea whether the concept came from
    Kellogg's or Chiquita, but in either case it predates Mr. Kirshenbaum's
    "invention" by about thirty years.

    Interestingly enough, if you go to Kellogg's website, the first animation you'll see is a bowl of cereal, a banana, and milk.

    Feb 19, 2008
  • adlib's picture

    Done well, like in the above book example, it's a funny channel. Done badly, like in that Garfield example, it's annoying ad creep. If everyone did it the idea would soon be universally hated. Unless the fruit is free thanks to the advertising on it.

    Feb 19, 2008