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Manipulate the Senses

If you want to sample the most expensive sushi money can buy, but can’t afford it or don’t want to consume an endangered species, sensory marketing can create the whole experience for you. The sushi on your plate may be mass produced, but with the right virtual reality headset, it can be transformed into the finest money can buy. Just the sight of exotic food, with its exquisite color and texture, can simulate the experience of eating it without the cost, according to Charles Spence, an experimental psychologist. Mr. Spence, who is based at the University of Oxford and works with clients including Unilever, McDonald’s, Kraft, Procter & Gamble, Toyota, BMW, Mars, Nestle, Starbucks and LG Electronics, has just set up a venture with JWT and will be the agency’s head of sensory marketing, working with JWT’s global clients. Speaking at Advertising Week Europe in London, he discussed opportunities for marketers to use sensory marketing. Continue reading at AdAge.com

Read the source article at adage.com