Branding using 5 senses.Industry examples of each sense!

1. TEJAS JADHAV
SENSORY BRANDING

2. Definition of Sensory Branding
 Sensory branding
Sensory branding is a type of marketing that
appeals to all the senses in relation to the brand.
It uses the senses to relate with customers on an
emotional level
 Why it has more impact now?
Marketing techniques today aim to seduce the
consumer by using his senses to influence his
feelings and behavior
 Current situation
 Experiential Marketing

3. Influencing Factors

4. (give proper title)

6. VISION

7. Description
 Sight is the most seductive sense of all. It often
over rules the other senses, and has the power to
persuade us against all logic

10. Coca-cola Case Study
 Coca-cola took their color Red very seriously, Santa
Claus traditionally wore Green until coca-cola began
to promote him heavily from 1930’s. Now in every
shopping mall across the western world, Santa
wears the color of coke

11. Santa before
Prior to 1931,
Santa was
depicted as
everything
from a tall
gaunt man to
a spooky-
looking elf

12. 1937-Give and Take, Say I
•More and more consumers were taking bottles of Coca-
Cola home with them to keep cold in their ice boxes
•Advertising that showed people leaving out a bottle of
Coca-Cola for Santa on Christmas Eve actually inspired
many families to do so - a tradition that, for some,
continues today.

13. Some work of Sundblom’s art

14. One minute for Mumbai

15. Taste

16. Taste
 Gustation-The sense of taste
 Specific sensitivity to taste
 Taste and smell
 Advantages of sensory branding in taste
 Examples

17. Case Study on TASTE

18. Sound
 Sound is related to Mood just like Smell is related to
Memory
 Sound creates ‘’Feelings and Emotions’’. An emotional
movie won’t seem that emotional if one watches it without
sound.
 Most successful brands today are those who that deliver
Feelings and Emotions

23. A Few Video Clips
 Bryl Cream
 Mercedes #SoundwithPower
 Aman Ki Aasha

24. SENSE OF SMELL

25. The Power of Smell
 Our sense of smell has been proven as most
impressionable and responsive of our five senses,
while it invokes memories and appeals directly to
feelings without being filtered and analyzed by the
brain(as our other senses work).
 Humans only need 1/1000 of a second to register
an aroma
 75 Percent of emotions are generated by what we
smell
 80 Percent of what we taste is actually due to smell
 People stay 40% longer in fragranced spaces
Source- Sevendy Aroma Agency
www.brandsense.com

26. How Brands use Sense of Smell?
 RETAIL
 Scent Air Machines used in Retail store Eg-NetCost
Brooklyn ,New-york
 Scent Air UK, Sevendy Aromas, Demeter Fragrances
develop Fragrances and supply to clients like Procter
& Gamble, Disney, Nike, Reebok Sony ,Samsung
& Starwood Hotel
 AIRLINE INDUSTRY
 SINGAPORE AIRLINES has a Signature scent called
“Stefan Floridian Waters” blended with hot towels and
used by crew
 BRITISH AIRWAYS business class lounge at

27.  AUTOMOTIVE INDUSTRY
Every ROLLS ROYCE car interior is infused with a
unique smell of
(Which was used for their 1965 Silver Class Rolls Royce)
with a diffuser kit under the car’s seat to convey this
unique luxurious identity
 HOSPITALITY
Special white tea fragrance that spreads
throughout

28.  BANKING
 German commercial giant Commerzbank has
unveiled scented visa credit and debit cards – 4
flavors
 JCB’s Linda Brand of Credit Cards for Women is
highly successful
 World’s First Multisensory bank “Helm” has a
developed a distinct smell for their own bank

29.  SPORTS SEGMENT/TOY SHOPS
Pina-colada Smell in HAMLEYS
Adding scent to NIKE stores Increased Intent to
purchase by 80 percent
Source- http://www.independent.co.uk/news/media/advertising/the-smell-of-
commerce-how-companies-use-scents-to-sell-their-products-2338142.html
 MAGAZINE/NEWSPAPER
 Rose-scented ads for Valentine's Day, the smell of strawberries
and cream before Christmas, freshly cut grass for English
Premier League and coffee-scented ads for Australian Coffee
Week

30. CASE STUDY—”Radio
Flavour”
 Dunkin Donuts@ Seoul, Korea Strategy to
increase its coffee sales and promote as a brand
for coffee as well
 It won at the “Cannes Lions International Festival
of Creativity” in 2012
 Result
 Visitors Increased 16 percent after the ad
campaign
 Sales of Dunkin-Donuts located at bus-stops
increased 29 percent
 Video

31. Future of Aroma Branding
 SAMSUNG TV’S
Samsung is planning to use aromas for paid
advertisements/movie viewing through Aroma
TV’s Combined with 3D experience
 H.P is planning to use an aroma scented
cartridge like its ink model for Online/web
pages and gaming applications .A device of
size of a computer speaker will produce odors on
demand in response to user’s actions
Source- Harvest consulting.pdf
Brandsense.com

32. Touch
 Skin is largest organ in body
 Our skin has more than 40,00,000 sensory
receptors that can be easily manipulated through
materials, weight, softness and comfort of the
product
 Touch experience includes
 Material
 Surface temperature
 Weight
 Form

33. Examples
Raymond

34.  Orangina

35. Clive Christian perfume

36.  Coke
Plastic Bag
Ice bottle:
265 units are
sold an hour
on average
“Fria hasta la ultima gota” or “Cold to the last drop”

37. Multi sensory branding
Brand should provide all senses with certain
stimulus
 To connect with customers on a deeper emotional
level
 To deliver brand promise
 To be unique among competitors
 To be first of its kind
 Recognition and perception
e.g. Ella’s kitchen – Weeny Weaning restaurant
Ella's Kitchen Weeny Weaning Restaurant.mp4

38. Case study
 Simon Harrop, CEO of BrandSense himself undertook
this promotion in which multisensory promotion
technique was used for local sausages in a retail shop
 Before multisensory sausage promotion : 35 pounds
 After multisensory sausage promotion : 125 pounds
 Senses affected
 Visual – pamphlets, arrows
 Visual & sound – a Butcher
 Smell – smell of sausages
 Touch, taste – A real butcher with free samples
 casestudy.mp4

39. Thank you