Sensory marketing has the power to make brands unique and memorable to the consumer. It is defined as a way of marketing that engages with the senses and affects their perception, judgement and behavior with these actions. An example for this would be the famous Coca-Cola bottle that can be distinguished among thousands of other glass bottles, and the distinctive robin-eggs-blue color of Tiffany & Co. Also, in one of their latest advertisements, Lindt chocolate showed how the consumer can savor delicious Lindt chocolate with all five senses.
The relevance of this part of marketing increased, which can also be seen in research, as one third of the sensory marketing studies have been done in the last 5 years. Research suggests that we are on the verge of a new marketing era, where marketers try more to engage the senses of the consumers and give them sensory stimuli in addition to visual and pictorial aspects, which have been the focus until now.
The sight, touch, sound, smell and taste are very important for a brand’s image and personality. These elements can be used to create subconscious triggers that are able to influence the consumer’s perception of the brand and the notions it has attached to it, such as the sophistication, elegance and innovativeness different brands are known for. Another benefit of this marketing tactics is that the consumer itself experiences the brand attributes for him/herself without the need of the marketer advertising these attributes to them verbally.