Russian Standard Vodka ran ads in UK newspapers claiming to have created the world's first "lickvert" — an ad dipped in vodka that could be licked to taste the drink. Readers were urged to "Lick Here," though also reminded to, "Please lick responsibly."
The vodka lickverts were a hoax. But real-life lickable ads had existed in the past. For instance, in 2008 Welch's grape juice ran a lickable ad in People