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Ask Jeeves Attaches Its Messages to Fruit
LOS ANGELES–The Fruit Label Co. hopes it has found a way to overcome consumer apathy.
The Tarzana, Calif.-based company is rolling out a new type of guerrilla advertising–placing stickers on fruit. The company has already used the process to advertise such brands as ABC TV and Ask Jeeves on the sides of apples and bananas.
Ask Jeeves, a question-driven Internet search engine, tested the concept on 15 million California Red apples in 1999, and recently opted to repeat the feat on 100 million bananas–with the stickers this time bearing questions intended to prompt consumer visits to the Web site.
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