I just got the People magazine with this ad in it, and I thought it was genius--I don't know if different areas are getting different versions of the ad, but mine was an encased little flap that you peeled open and inside was a removable, paper-thin, purple strip EXACTLY like the Listerine breath strips. I can say that it didn't exactly taste like grape juice, but the concept was there and it was really cool. That said, I don't think there's anything to worry about an "ick" factor, because once it's gone, it's gone. There's no "residue" leftover for another person to try. One strip, one taste, that's it.