Sensory advertising is a marketing strategy that uses the five senses.
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One of the new campaigns for this type of advertising is run by Welch's Grape Juice.
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Sensory Advertising
Sensory advertising has become a new way to connect with consumers while marketing to them in a unique way. Sight and sound are the most common senses used in traditional advertising, but now taste, touch, and smell are becoming more common. The idea with sensory advertising is to connect with the consumers emotions, and to create a certain feeling about a particular product or service. Each of the five senses is very powerful in marketing and is more commonly used then one realizes. The smell of a new car or the sound a car door makes when it closes, were both designed with sensory advertising in mind.

Sensory advertising is used in many different industries, but there are particular ones that this type of advertising works best. Food and fragrance are obvious industries, where the product sells itself based on its ability to connect with the senses of the consumer. Welch’s grape juice recently put lickable ads into magazines, to connect with the emotion of taste, to sell their product. There are risks involved in this type of advertising, such as the concern for sanitation. An ad that is able to be licked is posed as a problem because people are worried they will be unable to read or pass on the magazine.
Marketing efforts have been made to incorporate this trend into today’s advertising. Kiosks are a common touch point and can be designed as an audio system, scent dispensing device, or a digital display. Trade shows along with many department stores use a particular design along with a smell to personalize their presence in order to resonate with the consumers. Many people can name a business based on their jingle, logo, or store design alone. In fact, smell is the second most powerful sense for emotional connections. That is why places like Bath and Body Works or Yankee Candle can be easily distinguished and are often visited solely because a consumer would like to sample or become closer to that smell.
The future for sensory advertising is on the rise because marketers are using new, innovative ways to incorporate taste and smell as well as the traditional senses into their advertising to further convince their potential customers the value in their product or service. This type of advertising has been around for a long time but has grown to become very creative. Advertising that creates a buzz inevitably creates free adverting. Welch’s lickable ads were a success not only because people found them interesting but also they created a hype that caused instant viral marketing to occur.