How to add mouth-feel appeal to your drinks.

Alt Text:

In a Hercules advertisement, a woman holding a cup of drink with her smile. The headline quotes “How to add mouth-feel appeal to your drinks.” The ad promoted that Hercules Cellulose is an ingredient that can enhance the texture of drinks without adding more calories. 

Text Transcription:

How to add mouth-feel appeal to your drinks.

Hercules Cellulose Gum . . . just add it to fruit drinks, or low-calorie beverages, or nearly any other drink you can name. You'll not only please more palates with new mouth-feel appeal but with smoother flavor too. And you'll do it without adding one calorie. Get the full story on how to put more feeling in your drinks with Hercules Cellulose Gum. Just fill out and send in the coupon.

We’re in the thick of things

HERCULES

Products for food

Coatings & Specialty Products Dept. Hercules Incorporated Wilmington, Delaware 19899 Please send me: Bulletin VC-479 on Cellulose Gum for fruit drinks Bulletin VC-454C on Cellulose Gum for low-calorie beverages

NAME

TITLE

COMPANY

ADDRESS

CITY STATE ZIP

FSP72-3

FOOD ENGINEERING, September 1972

Circle 134 on Inquiry Card

189

Observation:

This advertisement is making Hercules Cellulose Gum a technical ingredient that can make the taste of drinks more thick and smooth. The phrase “mouth-feel appeal” is linking the scientific aspect of industrial food with the pleasant experience with consumers. Although it’s targeted for food companies, the smiling women in the advertisement are making the product seem cheerful and appealing to the audience. The ad also emphasized that this additive can enhance the texture of drinks without adding more calories to it.

Tom Liu