With the emerging technologies in the field of Virtual and Augmented Reality, new possibilities opened up for companies to further engage consumers with their brand. One company that made use of this visual element in sensory marketing is Haagen Dazs. They developed an augmented reality app that enriches the experience while waiting for the ice cream to defrost. On top of the ice cream tub, a figure appears that plays a classical instrument and gives a concert in the meanwhile. With this the brand is able to enrich the waiting time and some say the ice cream tastes better after the classical serenade.
Taste has a very strong influence on brand loyalty, underlining the importance of thinking about adding a tasting element to your brand. There are a lot of successful brands that rely on their products tasting good and in some cases, their brand is so strong that whenever their logo is on the packaging, the consumers automatically perceive the product to be better (tasting). A bakery took a different approach to the sense of taste and produced edible business cards to enable potential customers to not only have the necessary information at hand, but also taste the products. The packaging was chocolate coated and the business card itself was made out of a biscuit.