FT1984v38i4p21_Firmenich_flavors_EmmaJacquay

This ad features a large scale amber vial containing a liquild labeled “Firmenich Natural meat flavors.” This vial is center stage in front of a backdrop of a scenic sunset. 

[Transcription]

Title: To build products towering above your competition, team up with the flavor engineers

Body: Flavor Engineering is how Firmenich combines unequalled creativity with application expertise to provide flavor performance where it counts in your products. 

           Teaming up with Firmenich gurantees your product will tower above the competition. 

Firmenich. The Flavor Engineers. 

Captured by: Emma Jacquay

This ad caught my attention because of its simplicity and vibrancy. After looking at the add further I was a bit shocked by its content, that that out of all the flavors Firmech produces they chose to highlight their natural meat flavors as their most groundbreaking product and include them at the forefront of this ad. To me this was shocking because it was such a contrast to typical appeals of synthetic flavors and other additives as attempting to earn the “natural” title. I though the layout of the ad was also interesting as the scale of the vial, meant to represent a tower as the name suggests also reminded me of other historic landmarks like the leaning tower of pisa or stonehenge. This seems like an attempt to associate Firmench flavors as novel or revolutionary.