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Sensory appeals

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What we know about sensory marketing

Article • WARC Best Practice, November 2020

This article provides guidance and extended reading on using the senses in marketing, cutting through clutter with positive associations and subconscious purchase drivers.

Mastercard sees benefits from sonic branding

News • 05 October 2020

Mastercard, the payments company, believes that effective sonic branding can help enhance brand attributes such as differentiation, image, identity and emotional connectivity with consumers.

How food ads can tap into olfactory senses

News • 01 October 2020

Food marketers can maximise the impact of their ads by including pictures and words that help consumers mentally link a product with a relevant scent, according to a study published in the Journal of Advertising Research (JAR).

How Mastercard is developing a multi-sensory brand - from sight and sound to taste

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers State of Audio online conference, September 2020

Mastercard, the payments company, is developing a multi-sensory strategy that will help its brand to engage consumers across numerous touchpoints.

How do you encourage product trial in e-commerce?

News • 19 August 2020

The recent growth in online grocery sales presents a challenge in areas such as new product development or new brand launches as consumers are denied the usual in-store experiences that can prompt purchase, but the use of sensory-charged video and so

Bridging the sensory gap for better brand experiences online

Article • Andy Wardlaw, WARC Exclusive, August 2020

COVID-19 has accelerated people’s preference to source groceries online but in the longer term this could inhibit the trial of new products as well as impulse purchases.

Multimodal perceptual processing of cues in food ads: Do you smell what you see? Visual-induced olfactory imagery and its effects on taste perception and food consumption

Research Paper • Yamen Koubaa and Amira Eleuch, Journal of Advertising Research, Digital First, March 2020

In food advertisements, consumers often get inputs from only a few senses and rely on crossmodal interactions to represent those advertisement features from which they are not getting sensory stimulation.

Bacardi moves beyond voice to sound-based ads

News • 28 February 2020

Bacardi, the drinks giant probably best known for its eponymous white rum brand, has been experimenting with voice marketing for several years and the experience of using platforms like Amazon Alexa and Google Home has prompted the company to concent

The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.

What is the role of distinctive brand assets?

Article • WARC Evidence, January 2020

Looks at the role of different kinds of brand assets – visual, verbal, auditory – and whether thy help to create shortcuts in consumers’ minds that make brands more memorable and impactful.

Brainy Bar 9: Spotlighting women in neuroscience

Opinion • Lona Meza, November 2019

The ninth iteration of Brainy Bar, hosted by Walnut Unlimited and WARC, featured an all-female cast of speakers providing advice and expertise on the ways in which neuro is leading changes in branding, communications and research. Lona Meza was there to hear.

How sensorial marketing drives in-store sales

Article • Lona Meza, Event Reports, Brainy Bar 9, October 2019

Looks at neuro-research into how sensorial marketing can impact in-store sales.

How synesthetic marketing can boost brands

News • 17 October 2019

Marketers of products like chocolate, beer, honey and even marijuana could benefit from adopting a “synesthetic” approach that causes multiple senses to interact, according to an article published in the Journal of Advertising Research (JAR).

Immersive etiquette: Five marketing rules for virtual worlds

Article • Rory Byrne, Admap, October 2019

Asks whether brands should break boundaries and questions the ways in which companies behave in these immersive worlds.

Cultivating appreciation of hedonic products: A synesthetic approach to marketing

Research Paper • Kathryn A. LaTour, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 263-267

This article examines how better to engage consumer learning synesthetically through managerial communications with hedonic products.

Making sound decisions: How the strategic use of sound is the next frontier in effective marketing

Research Paper • Joe Sauer, Lauren McGuire and Nic Thomas, ESOMAR Conference papers, Congress, 2019

Nissan, the car manufacturer, tested the use of sound to create an iconic 'sound experience' that would promote the brand identity of its electric vehicle portfolio in Asia, Europe and North America.

The potent effects of colour on brands

News • 28 August 2019

Colour is a driver of brand awareness and is inextricably tied into a brand's visual language, argues an industry expert in a new WARC paper.

Colour and the ‘Instagramisation’ of alcohol brands

Article • Michael Scantlebury, WARC Exclusive, August 2019

Looks at how colour triggers a response within the brain and how marketers can use this to market effectively, particularly on social media giant Instagram.

Diageo talks up Talisker

News • 08 July 2019

Diageo’s belief that voice is “a great way to enhance the whisky-tasting experience” has been demonstrated sufficiently with its Talisker single malt for the drinks giant to consider rolling out the approach to other products in its

Leaving the walled garden: Lessons from a luxury brand that embraced the super market shelves

Article • David Adamson, Admap, July 2019

Looks at the success story of chocolate brand Godiva, which deliberately left the walled garden of luxury for the broader streets of mainstream shopping.

How physiological appeals work for QSR brands

News • 23 May 2019

Quick-service restaurant chains may be able to fuel purchase intent by tapping “physiological appeals” based on sensory or behavioural imagery in their TV ads, a study published by the Journal of Advertising Research (JAR) has found.

Please Don’t Make Me Think About Thinking! Use of neuro-physiological indices reveal deeper insights into the emotional responses of consumer for flavour evaluation

Research Paper • Siew Hoong Chan and Nasrin Shafeghat, ESOMAR Conference papers, Asia Pacific, 2019

Takasago International (Singapore) collaborated with Macromill and Centan in a neuro-physiological study evaluating consumers’ flavour preferences in Indonesia.

How Initial tackled washroom disgust

News • 16 May 2019

Smells (and bad smells especially) are an emotive subject for consumers – and nowhere is that more evident than in washrooms, an often neglected part of the user experience in retail outlets.

How VR can inform scent research

News • 15 May 2019

Firmenich, the Swiss fragrance and flavour company, has developed a novel research use for VR, deploying it to useful effect in consumer tests for laundry detergent scents.

Mining emotions via voice and smell with Johnson & Johnson and Initial

Article • Brian Carruthers , Event Reports, MRS Impact, March 2019

Two examples of how brands are using an innovative approach to understand consumer emotions.

The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
What is the role of distinctive brand assets?

Article • WARC Evidence, January 2020

Looks at the role of different kinds of brand assets – visual, verbal, auditory – and whether thy help to create shortcuts in consumers’ minds that make brands more memorable and impactful.
What we know about sensory marketing

Article • WARC Best Practice, November 2020

This article provides guidance and extended reading on using the senses in marketing, cutting through clutter with positive associations and subconscious purchase drivers.
How Mastercard is developing a multi-sensory brand - from sight and sound to taste

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers State of Audio online conference, September 2020

Mastercard, the payments company, is developing a multi-sensory strategy that will help its brand to engage consumers across numerous touchpoints.
Bridging the sensory gap for better brand experiences online

Article • Andy Wardlaw, WARC Exclusive, August 2020

COVID-19 has accelerated people’s preference to source groceries online but in the longer term this could inhibit the trial of new products as well as impulse purchases.
Colour and the ‘Instagramisation’ of alcohol brands

Article • Michael Scantlebury, WARC Exclusive, August 2019

Looks at how colour triggers a response within the brain and how marketers can use this to market effectively, particularly on social media giant Instagram.