How sensory marketing makes you crave more

While algorithms still serve us an endless buffet of sameness, a handful of brands are spicing things up with a tactic that makes you want to lick the screen. The trick? Sensory marketing.

Sensory marketing – sometimes called sensory branding – is the art (and science) of engaging more than just sight and sound in a digital world. By weaving in cues that hint at taste, touch and smell, brands puncture the flatness of the screen and invite audiences into an immersive brand experience.

Think of it as flavour for your feed. A dash of nostalgia here, a sprinkle of texture there, and suddenly an [I]inedible[_I] object feels indulgent. The result? Stronger emotional ties, higher recall and a lingering aftertaste of brand affinity.

Only two of the five senses – sight and sound – are natively available online. Sensory marketing uses image, video and audio to awaken the other three, asking the audience to fill in the blanks with imagination.

In the same way [A target='_blank' link='https://dd.agency/insights/how-neo-nostalgia-stole-our-hearts']nostalgia marketing[/A] taps childhood memories, sensory marketing shortcuts straight to the limbic system, forging connections that feel visceral rather than transactional.

[A target='_blank' link='https://dd.agency/insights/the-power-of-pop-ups-vintage-fashion-fever']Pop-ups[/A], [A target='_blank' link='https://dd.agency/insights/authenticity-and-brand-building']flagship stores[/A] and experiential events used to be the playgrounds of multi‑sensory branding. But ecommerce dominance has forced brands to recreate that magic on mobile.

Rhode’s strawberry glaze campaign

Hailey Bieber’s skincare line turned a viral TikTok aesthetic into a physical flavour by partnering with Krispy Kreme on a limited‑edition Strawberry Glaze Peptide Lip Treatment. The launch, shipped in a doughnut‑shaped box, coincided with Krispy Kreme re‑releasing its strawberry‑glazed doughnut for four days only. The collab drove waitlists past 570k and pushed Rhode toward the one‑million‑units‑sold mark ([A target='_blank' link='https://www.teenvogue.com/story/hailey-bieber-rhode-krispy-kreme-strawberry-glazed-donut']Teen Vogue[/A]).

Jacquemus and the edible invite

For AW24, Jacquemus mailed actual bread‑and‑butter ‘invites’, stamped with its logo, to editors and influencers. The stunt blurred the line between culinary comfort and couture cool, reinforcing the maison’s playful, sensorial universe ([A target='_blank' link='https://fabric-academy.com/insights-tools/sensory-marketing-strategy?']Fabric Academy[/A]). The tactile heft of crusty bread, plus the scent of fresh butter, created a multi‑layered memory long before guests saw a single garment.

Rituals and the scent of self care

Dutch wellbeing brand [A target='_blank' link='https://dd.agency/projects/rituals']Rituals[/A] designs campaigns around fragrance notes and textures: think foaming shower gels billowing like meringue, or candles flickering next to bowls of steaming chai. Soundtracks of crackling fires and rustling silk complete the scene. In the absence of smell‑o‑vision, Rituals layers rich visuals with ASMR audio cues to hint at warmth, comfort and calm.

SKIMS wraps basics in summer sweetness

Kim Kardashian’s SKIMS parked pastel ice cream trucks in LA and handed out free cones named after shapewear shades. Social clips of melting vanilla against stretchy fabric turned bodywear into a treat. The melty, tactile juxtaposition reframed basics as summertime essentials, boosting both shareability and sell‑through.

Breaking the egg: Chanel’s tactile twist

Chanel’s whimsical 2024 ‘Œuf’ capsule hid miniature fragrance vials inside speckled ceramic eggs, shot atop powdered‑sugar surfaces that resembled icing. The quiet crunch of breaking ceramic in the ad film triggered ASMR chills. The break‑and‑reveal mechanic taps primal satisfaction (crack, discover, enjoy) while the icing‑sugar visuals evoke patisserie perfection. The result? A sensory overload in the most delightful sense of the term.

Start by choosing one dominant sense to anchor your creative concept. This should reflect your brand’s core identity – whether that’s the warmth and texture of self-care, like Rituals, or the cool, creamy softness of summer, like SKIMS. Once you’ve established your lead sensory cue, layer in complementary elements that extend the narrative.

Food cues are a powerful way to ground your campaign in emotion. Familiar flavours and nostalgic textures can make even the most intangible product feel real, craveable and emotionally charged. Think beyond literal depictions and focus on how your product might feel, taste or sound in the imagination.

Sound plays a key role in digital sensory marketing. Consider how subtle ASMR moments – like a soft pour, crisp crunch or gentle rustle – can add texture to video and motion design. These auditory details fill in the gaps left by touch and scent.

Colour also carries weight. Pastels suggest softness, glossy reds evoke ripe fruit, and translucent gels hint at hydration. Design with these signals in mind to build visual stories that speak directly to the senses.

Finally, don’t underestimate contrast. The most memorable sensory campaigns often hinge on unexpected pairings – like cosmetics nestled next to dessert or couture staged with groceries. These juxtapositions jolt the brain, invite curiosity and, more often than not, earn the scroll-stopping pause.

Sensory marketing is not about gimmicks; it’s about restoring human texture to digital commerce. By orchestrating sight, sound and implied flavour, brands can cut through clutter, deepen emotional branding and create immersive brand experiences that linger long after the last swipe.

The next time you brief a campaign, ask yourself: [I]What does my brand taste like?[_I] If the answer makes your mouth water, you’re halfway there.

Looking to serve up your own sensory masterpiece? DUTCH DESIGN AGENCY can help translate flavour, texture and scent into scroll‑stopping creative campaigns. [A target='_blank' link='https://dd.agency/contact']Let’s talk[/A].