The next time you’re in Starbucks, don’t stare at the person sitting at the table next to you licking his or her People Magazine.

The fruit juice maker, Welch’s, has launched a new print ad campaign appearing in this month’s People Magazine that offer readers the ability to lick Welch’s advertisements to sample its grape juice. Much like scratch and sniff ads, this new marketing strategy uses a peel and lick method.

Some critics claim that lickable ads are unsanitary, but advertisers are betting big that the new technology will take off. For Welch’s, the advertisements cost hundreds of thousands of dollars more than its traditional print advertising. All in the hopes that you, the consumer, have a delicious day.