The ad, set to run this month in People Magazine, invites readers to peel off a strip and lick the surface underneath to sample the taste of the beverage, The Wall Street Journal reported Wednesday.

The magazine pitch was developed by First Flavor, a privately-owned company that specializes in adding flavor to advertising.

"It's difficult for the consumer to get the feeling that they are tasting the product," said Jay Minkoff, chief executive of First Flavor.

Welch's expressed excitement for the ad campaign, but officials conceded that many readers would likely be too suspicious to take a taste.

"A lot of people won't lick a magazine no matter how good it tastes," said Chris Heye, Welch's marketing chief.