In one of our previous articles, we had spoken about how sensitivity and sensationalism in advertising draw a fine line between each other and how using the five senses is a whole new ball game. In another article, we even spoke in length about one particular sense – sound, and how important role it plays in establishing a brand’s identity in ways more than one. Today, we will elaborate on all the other senses that are equally vital in every marketing exercise.
Using the Mantra of Senses
If you look at the most successful brands, they make very intelligent use of senses in advertising. Be it for the sound of the Coca-Cola bottle opening or for its free-flowing typography that represents the product, or the signature piano tune playing in every Raymond’s commercial that gives us goosebumps, every brand has stamped its presence in our minds in a unique way indeed. Sometimes, these brands struck the right chord with the customers to create engagement with sound (even Mozart’s 25th became famous as the “Titan Tune”), and sometimes they just used simple colours as Microsoft did.
For instance, the use of senses was elevated when Apple packaged their products in boxes that we all never wanted to throw away! The concept of “Unboxing videos” became viral with Apple as the brand understood that customers can be tantalized even by the box. Apple, therefore, invested deeply (financially and personally) in packaging. Even in the case of Starbucks, the smell of freshly ground coffee beans drew customers to the coffee shop.
Coming to the sense of touch, brands that are on either side of the extremes have portrayed the sense perfectly. On one side, the soft, smooth and silky touch of Raymond’s fabric is shown in a heart-warming way when the man wearing a suit hugs a group of puppies running toward him. On the other side, the coarse, brittle touch of Scotch Brite displays the roughness that’s needed to clean dirty vessels.
Speaking of taste, the brands have seen many battles between giants like Coca-Cola and Pepsi, McDonald’s, Subway & KFC, and so on. While the carbonated beverage rivals claim to be unique in their taste, the fast food chains merely engage in friendly banter on social media and outdoors, now and then to keep the customers engaged. Either way, the brands are benefitted and that’s one way to stay relevant in the market.
Engage with all senses or focus on one?
The prerogative of whether the brands need to use all the senses to engage with customers or just focus on one entirely depends on the product offering. While the Nokia ringtone became an earworm in the 90s, consumers were also accustomed to the taste of Happy Meals at McDonald’s.
While many brands tried to own the essence of the product via colour, it didn’t make much sense. Even shapes are an important element that triggers senses, but how could a brand play with it? The Beetle overcame that hurdle with its so-called ugly, yet unique shape, which turned out to be a global sensation. Today, the shape is vintage and it has more aesthetic value than any other automobile.
Most brands tend to underestimate the power of consumer engagement and use only a few of these senses. In the future, the use of Artificial Intelligence (AI) would also be considered as yet another form of “Sensorial Marketing” and we would be reinventing the definition.
At 3 Dots Design Pvt. Ltd., we believe that every brand deserves to be heard, seen, felt… In short, the essence of these brands lies in capturing all the senses in the right manner. Being one of the best ad agencies in Pune, we are equipped with a team of experienced content writers, graphic designers, creative artists, brand managers and digital experts who tap into every sense sensibly. If you wish to make your brand heard, get in touch with us at [email protected] or visit www.3dotsdesign.in to know more about who we are or what we do.