Sensory Marketing: What We’re Seeing, Hearing, and Feeling

No doubt about it, sensory marketing is everywhere. What started as a creative response to COVID-induced consumer isolation has turned into utterly bold and oftentimes head-scratching executions and partnerships. And while food marketing has long leveraged this sensorial concept (think: the classic sizzle of a flame-grilled BK burger), it’s now making its way into unexpected spaces — like beauty and fashion — engaging consumers on a whole new level. We sat down with Abby McCune, our Director of Campaign Management, to explore why food-inspired sensory marketing works, the trends we’re seeing now, and what might be on the horizon. 

What are the trends you’re seeing in sensory marketing right now?

I’m seeing a ton in the fashion and beauty industries, where unexpected or unlikely brands are creating unique, food-inspired sensory experiences, like the Kate Spade x Heinz Ketchup collection, or the Dove x Crumbl cookie collaboration. Many brands are using food, flavors and scents to evoke nostalgia and create multi-sensory branding, like Vacation’s Whipped sunscreen and Hailey Bieber’s “glazed donut” inspired products and manicure trend. I recently got an email from Beyonce’s Whiskey Brand, Sir Davis, with the subject line: “A Guide to Savoring Our Award-Winning Whiskey.” It walked through the experience using all five senses, stating “enjoying whisky is a full sensory journey.” I could practically TASTE it through my phone. From subject lines to social captions, skilled copywriters will be more important than ever to captivate audiences into a sensory experience, and it’s something AI can’t replicate.

What is it about food that works so well in sensory marketing?

I think food can work so well in these spaces because it is universal, it’s so human and familiar and nostalgic, it spans generations. And it works particularly well in the digital world where you can’t physically touch or experience a product. For example, take lemons next to a bright yellow purse, everyone knows what a lemon smells like — it’s immediately recognizable and relatable, and it evokes a feeling. Another great example is a Cheetos ad I saw recently — it played with the universal experience of having the cheese dust on your hands. The brand knows that anyone who has eaten Cheetos can relate to that struggle, and they had fun with it. When sensory marketing works, it really works! 

What about when it doesn’t work? 

The thing about sensory marketing is that while its power lies in relatability, it can also be very personal and even polarizing, especially in the food space. I think it all comes down to brands knowing their audience, staying true to their identity, and taking thoughtful, strategic, and data-driven risks. French’s Mustard’s 2023 promotional partnership with Skittles is a good example. While a lot of consumers found the idea of mustard-flavored candy disgusting, it still got people talking and created buzz on social media. That viral moment may be all the brand needed to deem the campaign a success, but that kind of execution won’t work for everyone. Similarly, what works on TikTok won’t always work on Facebook. But if a campaign or execution does go wrong, I think there’s still an opportunity for brands to respond in a creative and authentic way. Whether it’s sending a “whoops!” email, or a lighthearted social media post, brands that own their mistakes and have fun at the same time is something I think consumers really appreciate. 

With AI on the rise, how do you view its impact on sensory marketing? 

I see AI as such a powerful tool for productivity, but when it comes to creativity, it can really remove the humanity and authenticity from the execution, ultimately eroding consumer trust. In general, consumers are really good at spotting the use of AI, and brands should pay attention to the backlash that occurs when AI goes wrong. Look at Spotify Wrapped, for example. People definitely noticed a difference between the 2024 experience and that of years prior — the general sentiment was it felt overly reliant on AI, making it less personalized and creative. It just goes to show that the importance of authenticity and transparency should never be underestimated when it comes to the use of AI.

Obviously sensory marketing works well for big name brands. How can smaller brands play in this space? 

I think there is a lot of opportunity for bigger brands to uplift and support smaller ones. Younger generations in particular are looking for products that align with  their values, and I think they’d likely respect a big name brand if they partnered with smaller, lesser-known or even a local business in a new and interesting way. A sensory execution or partnership from a smaller brand does not immediately come to my mind and I think that goes back to the risk factor — it’s hard to know how an over-the-top execution or unexpected partnership is going to play out unless you really, truly know your audience and have the bandwidth to experiment. A partnership between an established and emerging brand could be an interesting way to engage a diverse audience.

What’s next for sensory marketing? What are you excited to see in the coming year? 

I think music and movies can drive unique and engaging sensory marketing campaigns, like what we saw with the Betty Crocker and Wicked limited-time products. I’m excited to see what unique partnerships emerge from pop culture moments this year. I’m also interested to see how grocery stores and restaurants continue to leverage virtual reality, augmented reality, and interactive digital experiences to enhance the sensory experience in the physical space. Restaurants like McDonald’s and Wendy’s have  touch-screen menus, a type of sensory experience I think is ripe for innovation, and helps improve accessibility. I’m also really excited about how the culinary world can blend with different businesses and products, especially with agency support. Never before has the digital space had to get more creative with people’s senses — COVID and social media really changed the game. Many successful sensory marketing campaigns are driven by out-of-the box creative thinking. As brands become increasingly willing to push the boundaries, it’s really fun to think about how creative agencies can fully support this endeavor and engage consumers in new and innovative ways.

Want to talk more about sensory marketing? Have questions about how you can employ this tactic for your brand or business? We’d love to keep the conversation going. Give us a shout!