On a recent trip to New York, I spotted this pack on shelf – one of the many
interesting products we found during our various visits to different food and
drink stores (some people get excited by the Empire State Building and Statue
of Liberty, we were equally enthralled by Westside Market and Whole Foods!)
not only the fact that I enjoy a Pretzel based snack that caused this to grab
my attention, it was the way that the packaging was used to really showcase the
product experience. Not only via the prominent and large picture!
The language used really brings to life the taste and texture - showcasing what
is different / special about the Unique Spilt-Open Pretzel. Bold claims
such as ‘Nicely Burnt’ and ‘Bubbles bursting with
indicate a brand that know what their product is all about, and are using this
effectively to set clear expectations upfront and tempt people at fixture with
vivid portrayal of the product experience.
This reminded me of a couple of further examples from the UK
– in which brands have
capitalized on their sensory assets through advertising. Guinness is a
brand that has always done this well (and very artistically), creating iconic
ads that are immediately recognizable as Guinness, but I was struck by the
following two examples I caught on a rare occasion watching TV ‘live’ so I couldn’t
forward through the ads!
The first is Sensations by Castello (https://www.mynewsdesk.com/uk/arla-foods/videos/castello-sensations-29774
), designed in their own words to “to bring to life the sensations that
consumers experience when eating its range of speciality cheeses”.
I love the way they use bold imagery to bring to life the
distinct characters of the different cheeses and translate the sensory
experience through visual references. I can’t
watch this ad without my mouth watering! I think they do a pretty good
job too at differentiating through their packaging, but there would definitely
be an opportunity to draw on these sensory assets through Point of Sale
material to both maximize return on their advertising (providing an instinctive
link between the ad and the at fixture decision) as well as tempting purchase.
Another example from this summer is Sensations crisps (https://www.youtube.com/watch?v=BysICfXHdew
). The ingredients and flavors are again linked with powerful imagery to
bring them to life, for example lime with a lady dancing in a green skirt to
convey vibrancy and energy. Both ads, in fact, effectively use color to
trigger a more emotional response – a clever way to set expectations of the
product experience at a less conscious level.
Is it a coincidence that these products are also linked
by the name ‘Sensations’? Perhaps, but maybe this name actually reflects
the appreciation given by both organizations to the role of the senses which is
then permeating through, very effectively, to their marketing campaigns.
We often talk with our clients about the importance of the
sensory assets of product and packaging communicating the same message as the
brand or positioning (sensory experience engenders emotional and functional
meaning at a deep level, and when this meaning is aligned with brand
expectations the consumer experience will be stronger). In my opinion,
these are three powerful examples of the reverse - where brand owners have
effectively leveraged their sensory assets and the meaning they communicate to
strengthen their brand.
Luisa Robertson is Director of Future Focus at MMR.