Attempting to lodge brands in people’s minds through sensory associations has plenty of precedents. "Old hands at the game include Kellogg’s Rice Krispies, with its signature “Snap, Crackle, and Pop,” and Schweppes, which, in its long-running “Sch you know who” campaign" (Clegg, 2006)
Lush-
A brand that integrates sensory stimulation within its brand is Lush, the handmade cosmetics company. if you pass by the entrance of a lush store you get hit by the smell of the fragrance. if you walk inside its like entering a market stall; the wooden tables with huge huge pieces of soap that actually look like giant cheese and made into different colours that are very attractive, also created different things such as butterballs and bath bombs. All their products have silly names such as 'breathe of god' which to some might seem offensive or controversial. "Says Lush co-founder Mark Constantine of his company’s approach: “Packaging is so boring. Smelling and touching is just more fun for the senses.” What is more, he adds, “If you don’t use packaging you can use higher quality ingredients.”
Lush uses different techniques:
- vibrant colors
- product shape and texture
- smell of products
- use of natural ingredients
Spraying the smell of fresh baked sandwiches and bread by the store door will grab people inside, when passing outside waitrose and the doors open you smell the fresh baked good although they are probably towards the end of the shop. The Natural Kitchen can do the same technique to help grab people inside.
The taste of sampled products that would be given out in the underground stations and local events will give people an insight of what the food tastes like and touches a 2nd sense.
As for sight, the natural kitchen will be able to stack up lots of fruits and fresh produce to attract the sight of consumers as they pass outside. The sight of the fresh salads and sandwiches being placed on the counters.
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