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Q: Sensory Branding ( Answered 5 out of 5 stars,   35 Comments )
Subject: Sensory Branding
Category: Business and Money > Advertising and Marketing
Asked by: lindstrom-ga
List Price: $15.00
Posted: 12 Dec 2003 00:25 PST
Expires: 11 Jan 2004 00:25 PST
Question ID: 286276
If you happen to fly Singapore Airlines you will notice a special
smell onboard the plane. The smell called Stefan Floridan Waters is a
branded Singapore Airlines smell - patented by the airline and sprayed
on all the hot-towls given to the passengers. My question is - can you
identify cases of other brands which has integrated a sensory appeal
into their brand - just as Singapore Airline uses the smell to build
their brand?

The answer should describe the brand and include a small case on the
sensory branding strategy used. You will be paid for each case you
identify - just submit each case seperatly.

Good luck,

Subject: Re: Sensory Branding
Answered By: bobbie7-ga on 12 Dec 2003 05:49 PST
Rated:5 out of 5 stars
Hello Martin and thank you for your question!

British Airways business class lounge at Heathrow Airport

?You`ve just disembarked from a long and exhausting flight, and are
still waiting for your onward connection, so the smell of freshly cut
grass and the tangy scent of the sea are invigorating. But you're not
reclining on some tropical beach sipping a strawberry daiquiri. In
fact, you haven't even left the airport. You're in the British Airways
business class lounge at Heathrow, and the fragrances you're savoring
have been specially created to enhance your comfort. "It's all about
making people feel refreshed and uplifted," says Jamie Bowden, BA's
media relations manager, of the designer aromas wafting around the
room. And, of course, it's all about encouraging you to book your next
flight with BA, too.?

This text was extracted from a Time Magazine cover story (VOL. 154, NO. 5) 
Source: Aroma Market

British Airways

?The British Airways business class lounge at Heathrow Airport is
infused with the smell of freshly cut grass and the salty odour of the


And following complaints that the later model Rolls-Royces didn?t have
the same smell as their forerunners, the car?s coachbuilders developed
a chemical solution that would replicate the nasal illusion of driving
the world?s most luxurious car. The result ? ?Eau de Rolls-Royce 1965
Silver Cloud??.

The Ecologist
Date Published: 22/10/2002
Author: Jeremy Smith

From Harvest Consulting Group: ?Building Brands with Sensory Experiences?

Singapore Airlines
British Airways business class lounge at Heathrow

?A decade ago, Singapore Airlines blazed new ground in sensory
branding. By scenting the hot towels that the flight attendants
distribute before and after takeoff, they developed what is now the
characteristic Singapore Airlines smell. The British Airways business
class lounge at Heathrow is infused with the smell of freshly cut
grass and the tangy scent of the sea. In another obvious example,
Crayola believed the smell of their crayons was important enough to
their brand to trademark it.?


?B.O.C. Gases of Guildford, England, is one of several companies that
has carried out commercial scent experiments for clients. It tried out
the aroma of newly washed linen for Thomas Pink, the famous
shirtmakers in London?s Jermyn Street, and tested the fragrance of
fresh leather in the showrooms of a car dealership. Duncan Roberts,
B.O.C.?s sales and marketing manager, said that companies have
even approached him regarding the creation of ?corporate smells? to go
along with their corporate logos.?

You might even try to recreate that pleasant ?new car smell,? as
used-car dealerships have been doing for years.

Source: The Brand Channel


?Crayola had the smell of their crayons trademarked, as they believed
it was an essential part of their brand.
Playing with the five senses opens up branding to countless untapped
opportunities for companies to enhance their relationships with their
customers. I believe we?ll start experiencing this more and
more in the years to come.?

Source: The Brand Channel

?This points to a really interesting area - the use of smell in
branding. An obvious example is Crayola, who I believe has patented
(or at least trademarked) the smell of their crayons.?
Tad Hirsch
Interaction Design Studio
Institute for Complex Engineered Systems
Carnegie Mellon University

Andrew Losowsky reports:
"The key [for a successful smell] is for people to become aware of it
the moment they walk into a room," says Frank Knight, of the
Lancashire-based company Dale Air, whose commissions have included
supplying a nationwide chain of travel agents with the smell of
coconut oil. "What you find is that the smell stays in people's memory
and is then associated with that particular store," he says. "It gets
people into the right mood and then they might buy more products."


?An increasing number of companies are now trying to exploit this
sensation. One clothing company has tried pumping a unique smell into
its shirt packaging. Meanwhile others are starting to copyright their
own smells before people try to replicate them - the smell of Crayola
crayons, for example, is now patented, as is a particular perfume
called Eau de Rolls-Royce 1965 Silver Cloud.?


?I?ve come to see (and smell) the olfactory sensation that is
Essensual. Dubbed ?Eau de Rolls-Royce? by the tabloids, it is an
aromatic oil that you apply to the underside of a car?s seats to
recreate the smell of a classic Roller.?

 ?Customers kept complaining that something was missing from the new
Rolls-Royces, even though they couldn?t put their finger on what it
was,? says Hadland. ?It dawned on me  that it could be the smell.?

?The insides of old cars tend to smell of natural substances like
wood, leather, hessian and wool but modern safety regulations and
building techniques mean that most of these have now been replaced by
foams and plastics. The only way to recapture that essence is by
artificially mimicking it.?

Hadland settled on a 1965 Rolls-Royce Silver Cloud as the ideal
reference car and set about analysing its aroma.

Sensory Brand Management: It Makes (Five) Senses
By Martin Lindstrom
September 17, 2002

?A major British bank introduced freshly brewed coffee to its branches
with the intention of making customers feel at home. The familiar
smell relaxes the bank's customers, not an emotion you'd normally
associate with such an establishment.?

?Our surroundings are also being scented to manipulate how we perceive
them. Supermarkets `bake' (read, `reheat') bread on site. The British
Airways business class lounge at Heathrow Airport is infused with the
smell of freshly cut grass and the salty odour of the sea. And
following complaints that the later model Rolls-Royces didn't have the
same smell as their forerunners, the car's coachbuilders developed a 
chemical solution that would replicate the nasal illusion of driving
the world's most luxurious car. The result `Eau de Rolls-Royce 1965=20
Silver Cloud'.?

Search Criteria: 
Sensory marketing
Sensory branding
Multi-Sensory branding
Corporate smells
Branding similar to Singapore Airlines
olfatory branding

You mentioned in your question ?You will be paid for each case you
identify - just submit each case separately.?  Given the format of
Google Answers I was not able to submit ?each case separately.?  If
you feel that I have correctly identified more than one case, you may
add the additional fee via the tip feature.

Best regards,

Clarification of Answer by bobbie7-ga on 12 Dec 2003 07:22 PST
The fragrance used by British Airways' first-class and business-class
lounges is called Meadow Grass.

?Step into British Airways' first-class and business-class lounges at
New York's John F Kennedy or London's Heathrow airports, and one of
the first things you'll notice is the smell. It's a fragrance called
Meadow Grass. The airline spritzes it in the air to enhance its brand
image among its most valued customers.?

Thomas Pink

?Upscale British shirt retailer Thomas Pink also takes pains to convey
a signature smell. It has introduced sensors in stores, including ones
that have opened recently in New York, Boston, Washington and San
Francisco, which emit the smell of freshly laundered cotton whenever
customers pass.?
"The fragrance is air-dried linen, which is very evocative," says Ms
Liz Sowden, Pink's head of advertising and promotions. Some customers
like the smell so much they want to buy it, she says. (It isn't for
Source Financial Express

Request for Answer Clarification by lindstrom-ga on 12 Dec 2003 15:08 PST
Hello there,
First of all thanks for a great job on this.
A couple of the articles are dublicats - and ironicly one article is
written by me (but who would you know). I've tipped you seperatly as
an apriciation for your help.
However here is the deal - for every "high quality" case you manage to
come up with I'll pay you US$ 7. High quality is when the case isn't a
dublicate and if the case has depth. You are welcome just to email me
when you have something and I'll establish a seperate request securing
payment for you.
You are also very welcome to email me any questions related to this
and I'll answer these helping you to secure a good search.
The number of cases you can sell me is unlimited - the timeframe is
one week. If a case is extremly good I'll pay you up to US$ 20 -
however then it has to be very very good.

Please ensure to identify cases including other senses than the smell
- like tactile, taste etc.

Thanks for your help and good luck,

Martin Lindstrom

Clarification of Answer by bobbie7-ga on 12 Dec 2003 15:26 PST
Dear Martin,

Thank you so much for the five stars and generous tip! I really appreciate it.

If I discover additional cases, I'll post them in the comment section
for you to review.


Clarification of Answer by bobbie7-ga on 12 Dec 2003 15:49 PST
Hi Martin!

I just posted another case for you to review in the comment section.


Clarification of Answer by bobbie7-ga on 12 Dec 2003 20:11 PST
Hi Martin,

Everyone recognizes the unique shape and wrapping of a Hershey Kiss
brand of chocolates. In 1923 the shape and the silver wrapping of the
kisses were patented.

 "But around the world, it was the bite-size Hershey Kiss that became
his legacy: a familiar shape that he had to protect. According to
Pamela Whitenack, Archivist for the Hershey Community Archives, Milton
Hershey knew that he had something very special with milk chocolate
kisses. So in 1923, he patented the shape and the silver wrapping of
the kisses. In order to protect his product, he developed a wrapping
machine that incorporated those plumes that tell you it's a Hershey
Kiss before you ever opened it," says Black."

Does this case meet your needs?


Clarification of Answer by bobbie7-ga on 12 Dec 2003 21:20 PST
Hi Martin, 

I'm glad you liked the last case. Just post a new question with my
name in the subject and yYou can pay me whatever you think is fair.

Thanks again,

Clarification of Answer by bobbie7-ga on 13 Dec 2003 06:47 PST
Hi Martin, 

I just posted another case in the comment section.


Clarification of Answer by bobbie7-ga on 13 Dec 2003 16:15 PST
Hi Martin!

I just posted another case in the comment section for you to review.


Clarification of Answer by bobbie7-ga on 13 Dec 2003 16:47 PST

You will find another case below as well!


Clarification of Answer by bobbie7-ga on 13 Dec 2003 19:17 PST
Hello again Martin,

I posted a few more examples below in the comment section.

I hope I'm on the right track.


Clarification of Answer by bobbie7-ga on 13 Dec 2003 20:47 PST
Dear Martin,

I just posted my findings regarding the Sapporo Beer design in the comment section.

I hope that's what you need!


Request for Answer Clarification by lindstrom-ga on 13 Dec 2003 21:21 PST
Well done Bobbie,
I've established a new request with payment.

Thanks for your help - feel free to send more stuff if you happen to
see some interesting cases.


Clarification of Answer by bobbie7-ga on 13 Dec 2003 21:31 PST
Dear Martin;

I'm glad the Sapporo Beer information was useful!

Thanks again,


Clarification of Answer by bobbie7-ga on 14 Dec 2003 12:42 PST
Hi Martin,

I just posted some more information in the comment section for you to review.



Request for Answer Clarification by lindstrom-ga on 16 Dec 2003 17:57 PST
Hi pinkfreud-ga,
Very WELL done! Excellent stuff - I've posted a payment.

More stuff is always welcome.

All the best,


Clarification of Answer by bobbie7-ga on 16 Dec 2003 19:18 PST
lindstrom-ga rated this answer:5 out of 5 stars and gave an additional tip of: $15.00
Extremly high search quality - well done!

Subject: Re: Sensory Branding
From: bobbie7-ga on 12 Dec 2003 15:48 PST
Dear Martin,

An example of tactile branding could be the Coca Cola bottle. Given
the unique shape of the bottle, it can even be recognized in the dark.

From the Corporate Design Foundation:

?We need a new bottle - a distinctive package that will help us fight
substitutions...we need a bottle which a person will recognize as a
Coca-Cola bottle even when he feels it in the dark. The Coca-Cola
bottle should be so shaped that, even if broken, a person could tell
what it was..." wrote the company's legal counsel in 1915, urging
management to develop packaging that could be protected by trademark
and patent laws. In response, the now globally celebrated contoured
glass Coke bottle was born.?

?The Coca-Cola Company had to think of something to make them
different from these competitors. In 1913 it decided to change the
shape of the bottle. It had to be a bottle with a unique shape that
you could even recognize in the dark, just by touching it. With this
goal in mind, the Root Glass Company in Indiana developed the famous
bottle we now all know.

?The Coca-Cola Company spoke of the "Contour Bottle", but the public
gave it a different nickname: "The Hobbleskirt". In those days, the so
called hobbleskirt (long skirts, tied together at the ankles) was very

?The bottle was such a commercial and artistic success, that it
received a place at the Museum of Modern Art in New York.?

The Contour Coca-Cola Bottle became one of the few packages to achieve
trademark status by the U.S. Patent Office. Today, it's considered the
most recognized package design on the planet.....yes, even in the

If this case meets your requirements, all you have to do is post
another question with my name in the subject, and I?ll repost my
findings as the answer to your question.

Subject: Re: Sensory Branding
From: lindstrom-ga on 12 Dec 2003 16:16 PST
Done - keep up the good work. I'll be standby for more stuff from you.

Here are some ideas for your future research for me:

I?ve been told that there exist a lot of Japanese cases (The Japanese
people supposedly are very focused on smell).
I've also heard that a tennis ball should be patented due to the balls
tactile design.
Has any cell phone brands worked on this - designing a tactile feeling, ring tones?
Has Disney written anything about how they work on this in their theme parks?
Has any research been conducted on the topic?
Any ideas are welcome as long as they match the Sensory Branding concept

Good luck,

Subject: Re: Sensory Branding
From: bobbie7-ga on 12 Dec 2003 16:25 PST
Thanks Martin!

I'll see what else I can discover.

Subject: Re: Sensory Branding
From: lindstrom-ga on 12 Dec 2003 21:08 PST
Yes that's good - how much do I own you for this one?


PS: It's a difficult task eh?
Subject: Re: Sensory Branding
From: bobbie7-ga on 12 Dec 2003 21:20 PST
Hi Martin, 

I'm glad you liked the last case. Just post a new question with my
name in the subject and yYou can pay me whatever you think is fair.

Thanks again,
Subject: Re: Sensory Branding
From: lindstrom-ga on 12 Dec 2003 22:09 PST
Done - the money is on it's way.
I'm waiting for more ... what more can you come up with?

Subject: Re: Sensory Branding
From: bobbie7-ga on 12 Dec 2003 22:28 PST
Dear Martin,

I just posted my findings as the answer to the new question.  Thank you.

Tomorrow I'll resume my search and hopefully I'll find more cases for you. 

Subject: Re: Sensory Branding
From: bobbie7-ga on 13 Dec 2003 06:45 PST
Hi Martin!

Pharma brands capture hearts and minds

?Pharmaceutical companies are now using the pills they sell as
marketing tools. Tablets and capsules come in all shapes, sizes and
colours, each intended to differentiate the product, impart a
particular emotional "feel" to the drug and instill customer loyalty.?
Source: IMS

The Pfizer blue diamond-shaped Viagra tablet:

?Viagra is an excellent example of how color can be used effectively
in combination with a unique diamond shape for trademark protection.
This combination of pharmaceutical brand identity and product design
is globally recognized, and the solid dose tablet represents the
end-product as well as the trade name.?

BEST: Case Histories

Does this case meet your needs?

Subject: Re: Sensory Branding
From: omnivorous-ga on 13 Dec 2003 06:51 PST
Martin --

I've run across a business law journal from 1991 (actually while
researching the Kellogg's question) that mentions quite a few cases --
and which discusses legal precedent.  Are you interested in it.

Best regards,

Subject: Re: Sensory Branding
From: boquinha-ga on 13 Dec 2003 07:11 PST
Is this the kind of thing you seek?

Koosh Balls

"During the 1988 Christmas season, the Koosh ball was the hottest toy
on the shelves. The Koosh ball was a rubber ball filled with a
jelly-like plasma and its outside consisted of hundreds of rubber
spikes making it look like a soft and flexible porcupine that did not
hurt to hold or squeeze. When someone sqeezed the object, the plasma
caused it to squirm around in his hand while the spikes provided
something to grip in one's hand.

The koosk ball was developed by Scott Stillinger and Matt Button, the
owners of Oddz On Products. The toys had great appeal with a suprising
number of adult fans. It was estimated that 40% of the toys were
purchased for adults to play with. Several million units were shipped
from the next four years and were supported by an official user's
guide "The Official Koosh Ball." While the number of units sold has
dropped off, they are still a holiday favorite."

Subject: Re: Sensory Branding
From: lindstrom-ga on 13 Dec 2003 14:25 PST
Bobbie7, your answers regarding the pills is absolutly spot on - I'll
establish a seperate payment in my account for you to answer.

Thanks for your help - more cases are always welcome.

Subject: Re: Sensory Branding
From: lindstrom-ga on 13 Dec 2003 14:26 PST
Hi Omnivorous-GA,
Thanks for your help on this. I'm terrible sorry you couldn't find
anything on the Kellogg's request.
Regarding your other request - I'm not really looking for what you are
suggesting - sorry. However if you find any cases similar to Bobby7
they are always welcome for a fee.

Good luck,

Subject: Re: Sensory Branding
From: lindstrom-ga on 13 Dec 2003 14:30 PST
Hi Boquinha-ga,
I'm terrible sorry but the case you came up with is not what I'm
looking for. Take a look at Bobby7's latest suggestion - this is the
type of stuff I'm looking for. Cases where a products secondary
features has been worked with - we are typically talking about
"traditional" product, like cars, tennis balls, Coke bottles,
telephones etc. The problem about your case is that the features
represented in the product you mention are the primary features of the
product. If you take Singapore Airlines as an example (using the
Stefan Floridan Waters smell) the smell is secondary to
"transportation" - still they've decided to optimize this sense
ensuring a stronger consumer relationship.

Boquinha-ga, I hope this clarifies - good luck with the search.

All the best,

Subject: Re: Sensory Branding
From: bobbie7-ga on 13 Dec 2003 15:07 PST
Hi Martin,

I just posted my answer.

I'll see if I can find anything else.

Thanks again,

Subject: Re: Sensory Branding
From: lindstrom-ga on 13 Dec 2003 16:08 PST
Good stuff - another payment related to the other question can be
found at:

All the best and thanks for your help,

Subject: Re: Sensory Branding
From: bobbie7-ga on 13 Dec 2003 16:14 PST
Hi Martin!

Here?s another one.

The unique shape of Toblerone chocolate. 

?The unmistakable shape of the Toblerone packaging is an example of
unique branding. The product, which is sold throughout the world, not
only has a distinctive name but is distinguished by its triangular

 ?It was Theodore Tobler and his production manager Emil Baumann who
developed this uniquely shaped chocolate. The name Toblerone is a word
play upon the names 'Tobler' and 'Torrone' the Italian word for
honey-almond nougat."

 ?Concerned that a competitor may attempt to steal the concept shape
for this unique product and threaten the success of Toblerone, Tobler
applied for a patent for the Toblerone manufacturing process in Bern
in 1906. It was granted, which led to Toblerone becoming the first
chocolate product to be patented.?

?Tobler moved quickly and in 1909 also registered Toblerone as a brand
name in Switzerland.?

Design Technology

I hope this case meets your needs.

Subject: Re: Sensory Branding
From: bobbie7-ga on 13 Dec 2003 16:46 PST
Hello again Martin,

Galliano  Liquer is unique because of the distinctive shape of  its
bottle which recalls a classical roman column.

Here is an image of the Galliano bottle:

 ?The Distinctive Liqueur Galliano is an Italian herb liqueur made
from more than 30 herbs, spices, berries and flowers from both alpine
and tropical regions. This liqueur is unique, not only in the shape of
its bottle which recalls a classical roman column through its colour
and name, but also in its extraordinary taste and aroma which is
derived from a special bouquet combination.?

?The marriage of Italian herbs and spices with tropical aromas can be
traced back to Arturo Vaccari, a brandy producer from Livorno in
Tuscany. Created in 1896, Galliano was originally intended for the
Italian market. But the drink rapidly developed an international
following, thanks to Italians who travelled to every corner of the

What is trade dress?

?In addition to a label, logo or other identifying symbol, a product
may come to be known by its distinctive packaging -- for example,
Kodak film or the Galliano liquor bottle -- and a service by its
distinctive decor or shape, such as the decor of Banana Republic
clothing stores. Collectively, these types of identifying features are
commonly termed "trade dress."


?Some examples of unusual trademarks are the sound of a Harley
Davidson motorcycle, the pink color of housing insulation manufactured
by Owens-Corning and the shape of the Galliano liquor container.?

QUESTION: What do Kodak film, the Galliano liquor bottle _ and the
décor in Banana Republic Clothing Stores have in common?

Each is protected by a term commonly known in Intellectual Property
Law as ?trade dress?. Each has distinctive identifying packaging
and/or features.


I hope this is a good example!

Subject: Re: Sensory Branding
From: lindstrom-ga on 13 Dec 2003 17:16 PST
Hi Bobbie7,
Thanks for your last couple of cases. They are good but not perfect I
guess because in particular the Galliano  Liquer case is so obvious,
similar to many other bottles, the Sapporo (Japaneese beer) and most
parfume bottles.
Any chance you would be able to give this another go - or at least try
to find some theories behind the design of parfume bottles, the
Sapporo beer etc.?

I hope this is okay - if not just let me know okay?
All the best from Martin
Subject: Re: Sensory Branding
From: bobbie7-ga on 13 Dec 2003 18:17 PST
Dear Martin,

I agree that the Galliano bottle may not be such a good case, however
Toblerone chocolate appears to be a good example for its distinctive
shape, which is patented.

Here are two more:

The Princess Telephone

This was the Bell system's slogan for over 30 years, describing the
princess telephone.

"Princess" telephone (introduced in 1959), illustrate another major
change in telephone design.   It was designed by Henry Dreyfuss and
Associates, the designer of the first cradle phones in the 1920's.   
The base of the "Princess" was oval-shaped (rather than circular) and
the result was a more compact set which required less space. In the
1950's, many American families began to lease more than one telephone
for their household. The "Princess" design was a reaction to this
trend, because it allowed people to "match" the décor of different
rooms. Because the phone was intended to appeal to women,
advertisements described the phone as "lovely" and "graceful." It has
a dial that is illuminated when the handset is  lifted.    The
"Princess" was in production from 1959 ? 1983.

Or Spalding Flying Lady Golf Balls that are pink?

Spalding Flying Lady Golf Balls feature:
?	Quality two-piece construction patented by Top-Flite
?	Special high-energy core designed especially for women to provide
maximum distance
?	Patented cover material is both cut-proof and scuff resistant
?	Large, shallow dimple design provides added height on every shot, to
the benefit of most women golfers. Increased height translates into
increased distance and control, especially at slower swing speeds
?	Pink color

Subject: Re: Sensory Branding
From: bobbie7-ga on 13 Dec 2003 19:17 PST
Hi Martin!

I'm not sure if I'm on the right track:

The design of Shiseido?s Zen Perfume Bottle 

?Stylized praying hands form the perfume bottle?s shape, in which
light, thanks to the Iriodin® silver white pigment, refracts with a
particular fineness. For Zen ? as the new dimension of well-being ?
Shiseido decided to use Merck pigments for its packaging. The perfume
vials are coated with Iriodin® silver white pigment, and harmonize
perfectly with the silver white mass-dyed plastic lids. The outside
packaging for all Zen products also are finished with Iriodin® silver
white pigments.?

?Shiseido focused on Zazen (Zen meditation), which brings an enhanced
mental focus as well as a calm mind. SHISEIDO ZEN is a fragrance that
will take you to a state akin to Zazen.?


?The form of the bottle is designed as a motif of praying hands. Its
white color, which conveys an inner feeling of transparency and light,
expresses a pure and cleansed image.? 

Is this what you have in mind?

Subject: Re: Sensory Branding
From: lindstrom-ga on 13 Dec 2003 19:27 PST
Hi Bobbie7,
Very good - thanks - I've posted the request on Google for you.

As usual - more cases are always welcome.

All the best,

Subject: Re: Sensory Branding
From: bobbie7-ga on 13 Dec 2003 19:30 PST
Thanks again, Martin!

Subject: Re: Sensory Branding
From: bobbie7-ga on 13 Dec 2003 20:45 PST
Hi Martin!

Here is the theory of the design for Sapporo Beer:

The Sapporo Aluminum Bottle

?Sapporo Breweries of Tokyo is the first in the world to commercialize
an unusual new package called the ?bottle can? The container was
developed and produced by Daiwa Can (Tokyo, Japan).?

 ?It?s part can and part bottle, and marketers at Sapporo Breweries
believe this reclosable aluminum bottle will bring new excitement to a
premium brand of beer.?
?Why put beer in an aluminum bottle topped with an aluminum cap?
Partly for novelty?s sake. A key demographic target is young people,
who, Sapporo marketers believe, are always eager to try the newest
package shape?especially young people in Japan. Sapporo says it calls
the container the ?Shot Bottle? because the word ?shot? has a bold,
invigorating sound that it feels will resonate with 20- and 30
?It gives consumers the shatter resistance, light weight and proven
recyclability that makes the aluminum can so popular, yet it has a key
advantage over the can: the mouth feel of a bottle. And unlike the
can, which Sapporo believes is widely perceived as a commodity package
with no value-added features, the aluminum bottle is reclosable.?

Source. Packworld

Is this what you require?

Subject: Bobbie7
From: lindstrom-ga on 13 Dec 2003 21:20 PST
Private question for Bobbie7
Subject: Re: Sensory Branding
From: journalist-ga on 14 Dec 2003 06:54 PST
Greetings Lindstrom:

In reference to your religious branding coupled with sensory branding,
you might consider incense in churches to be included.
"The tradition of using incense in the liturgy dates back to ancient
Hebrew worship, as recorded in the Psalms: "Let my prayer be set forth
in Thy sight as the incense" (Psalm 141:2). As this verse suggests,
incense symbolizes the prayers of the faithful rising up to heaven as
the smoke rises to the rafters."

Hope this helps.

Best regards,


incense church tradition
incense church
Subject: Re: Sensory Branding
From: bobbie7-ga on 14 Dec 2003 12:41 PST
Hi Martin!

The Jean-Paul Gaultier perfume ?Fragile? is unique for its container and packaging.

The bottle and packaging are the creation of Jean-Paul Gaultier
himself. The outer packaging  - a rough cardboard crate with the word
?Fragile? stamped all over it ? opens to reveal an interior lined with
gold leaves. The bottle itself is a bubble on a golden base. Inside is
a woman in a black sheath dress. When the bottle is turned upside
down, a shower of glitter swirls around the figure.?

?A dream glass ball where absolute femininity, in a shapely form
inside a black sheath meets your eyes: triumphant, elegant, strong and
fragile all at the same time ... unforgettable.  A staging of a
performance: shaking the ball releases a myriad of golden flakes that
dance around the FRAGILE woman.?

The LIR plant was entrusted with the manufacturing of no less than 9
components of this perfume: the figurine of the woman, the podium in
gold-colored aluminum, the socket the glass ball is screwed into, the
pump, etc.

?Gilles Gasqueres, Continuous Improvement Manager at the LIR plant,
explained that the main challenge was to create the pink and black
dual-molded plastic figurine. Next, developing a pump* that does not
get clogged when coming into contact with the flakes in the bottle and
which can be operated upside-down was no child's play either. Finally,
it was necessary to make the glass ball and the plastic components


Jean-Paul Gaultier (Classique) Perfume is a figure shaped bottle which
comes within a tin can.

When Gaultier launched his first fragrance a few years back, he used
his tool in trade - the dressmaker's dummy - to promote it. The glass
dummy, as much Gaultier's signature as his name, was the ideal bottle
for a designer fragrance. It came adorned with a painted corset which
was changed from time to time to help boost sales;

The choice of the steel food can was intended to stimulate an impact
of surprise and originality.

?The unexpected pleasure of finding an elegant and sensual perfume
bottle in an ordinary food can, a tribute to the eternal woman, was
Jean Paul's idea of amusing his unprepared shopper.?


 ?The decoration corresponds to the Jean Paul Gaultier fashion
collections when one of the fabric designs is rigorously reproduced
each year on the cans for the presentation of his perfumes. Every year
has its special theme, for example, Asia, Polynesia and for 2001 the
Floral theme. The rapprochement between perfume and fashion was
possible due to the high quality reproduction now obtained through
modern metal printing technologies. This permitted Jean Paul Gaultier
to maintain a consistent brand image with a luxury packaging and
achieve more awareness of his fabulous fabric designs through creative


Jacomo de Jacomo is pioneer of the Zippo opening in perfumery.

?The pure lines and bursts of metal symbolize the excesses of the
masculine world. Presented in a black holographic case, Jacomo de
Jacomo grants to be sober and chic to express the pure elegance of the
man he represents. Pioneer of the Zippo opening in perfumery, Jacomo
de Jacomo modernizes its technical specificity through its automatic
pushbutton system enriched with a metallic finish.?

?This new bottle, rectangular in shape and in black glass, reflects
the force and boldness of masculine beauty, truly exciting and
unforgettable! Jacomo de Jacomo has demonstrated its strength of
innovation by being the first one to use the Zippo opening system in
the world of perfume.?

History and background of Jacomo


Perfume bottles: shapes and emotions 

?In the same way the connection between shapes and our emotions is
utilized in the advertising industry. The use of basic shapes, and
their appeal, is most obvious in perfume ads. Perfume is trying to
bottle essential emotions such as attraction and sensuality. Women's
ads tend to use all three shapes, thereby portraying how, according to
society, women are more emotional and subject to a greater variety of
feelings. The bottles that hold women's perfume are generally more
oriented to curvy, circular, and triangular shapes. The curves may be
reflecting the actual body, but it also implies a feeling of warmth,
continuity, and security. The triangular bottle implies risk,
challenge, and excitement. The bottles that tend to hold cologne are
generally square in shape. They are bigger and appear more solid. This
shape implies strength, honesty and reliability. They are not as
alluring and enticing as women's bottles. The shapes perfectly portray
the stereotypes that women and men hold in our society, true or not. ?


I found an interesting document regarding perfume bottles :

Perfume Bottles: A Study of Contemporary Material Culture 
Agnes R. Gomes, H.B.Sc., M.M.St.(pending)
Museum Studies Department, University of Toronto

Does any of the above information interest you?

Subject: Bobbie7 Part 6
From: lindstrom-ga on 14 Dec 2003 15:25 PST
Very good Bobbie - check out my seperate request for payment.
Subject: Re: Sensory Branding
From: bobbie7-ga on 14 Dec 2003 15:38 PST
Thanks again, Martin!

Subject: Re: Sensory Branding
From: pinkfreud-ga on 15 Dec 2003 14:26 PST

Here's an excerpt from a New York Times article that you may find interesting:

Monday, Oct 27, 2003,Page 12 

For Cadillac, the new-car smell, that ethereal scent of factory
freshness, is no longer just a product of chance.

General Motors recently revealed that its Cadillac division has
engineered a scent for its vehicles and been processing it into their
leather seats. The scent -- sort of sweet, sort of subliminal -- was
created in a lab, picked by focus groups and is now the aroma of every
new Cadillac put on the road.

It even has a name. Nuance.

'You pay the extra money for leather, you don't want it to smell like
lighter fluid,' said James Embach, GM's advanced features manager.
'You want it to smell like a Gucci bag.'

Automakers like GM are recasting cars, and particularly luxury
vehicles, so that the things that potential buyers smell, hear and
touch are increasingly the result of engineering rather than chance.

Ford's Lincoln now uses light-emitting diodes to bathe its sport
utilities in a white nighttime interior glow; Volkswagen uses bluish
backlighting. General Motors is bringing an Australian sports car to
America as a reborn Pontiac GTO muscle car, with a computer-designed
roar for the previously quiet engine.

No sense can be taken for granted.

'For many years, we ignored the olfactory sense,' said Embach, adding
that GM has been expanding Nuance across the Cadillac line for several
years and is now considering adding it to Buicks..."

Taipei Times: The Cadillac is back because of 'new car' smell

Subject: Re: Sensory Branding
From: pinkfreud-ga on 15 Dec 2003 14:48 PST
Scratch 'n' Sniff underwear! What a concept.

"What makes Caution Underwear different from all others is the
entertaining graphics printed on every pair. Caution Underwear also
comes in Glow in the Dark and Scratch n Sniff Designs using scented
inks. Imagine boxers with Bananas, that say 'Scratch This' and smell
like bananas or a women's panties with a dozen red roses, that say
'Roses Are Red' and smell sweet as a rose."

PRWeb: Enter the new millennium with Caution!
Subject: Re: Sensory Branding
From: lindstrom-ga on 15 Dec 2003 15:12 PST
Hi pinkfreud-ga,
Thanks for your comments...they are both very interesting....but
Unfortunately I know both cases very well as both case are from recent
times (but how could you know) - try to see if you could find one more
case and I'll secure you a payment for your good effort. I would in
particular be interested in the fact that both BMW and Mercedes-Benz
are working on the sound of their doors opening and closing. I've been
told that BMW has some 30 engineers working on this particular project
I hope this is okay - just let me know if you feel I'm unfair ...okay?

All the best and thanks for your support.

Subject: Re: Sensory Branding
From: pinkfreud-ga on 16 Dec 2003 11:42 PST
Here's an article from "Sound and Vibration" magazine that I think
you'll find interesting:

Sound and Vibration: Product Sound Quality ? from Perception to Design
Subject: Re: Sensory Branding
From: pinkfreud-ga on 16 Dec 2003 12:57 PST
This might be of some use:

"Brand Identity
In the car industry there are car lovers who recognize their car by
the sound of the slamming door. This sound sometimes especially
created by a multi disciplinary team of sound designers, engineers,
product designers and psychologists is very characteristic for the
brand it is created for. The sound enhances the values, for example
sturdiness, safety, and trust that are the base of the specific brand.
The car becomes a total concept from a form, touch and sound point of
Harley Davidson make another clear sound statement. Although in this
product the sound of the engine and components is loud and not really
environmental friendly it is seen as the major selling point of the
product. The sound of the bike is an essential element of the product,
it creates the identity of the bike; tough, powerful, dynamic an
incarnation of a wild and free life. Harley Davidson even had to
patent their sound because competitors tried to copy it.

In the software industry, the Apple Macintosh computer shows how sound
design can contribute to giving a high quality, trustworthy brand
image. When starting up the Mac it welcomes you with a warm comforting
boom. A sound which gives you the feeling of entering the joyful,
positive world of the Mac, easy and pleasant to use. The start sound
sets the atmosphere in which you are going to work for the rest of the

In the food industry it is difficult trying to sell something because
of its taste without being able to try it. Therefore the
advertisements for food are very much focussed, next to the visual
image, on sound. The televisions adverts for a Dutch chips brand named
Crocky focuses on the enormous crack of the chips. It sounds so
extreme that it cracks your television screen. Crispy sounding chips
becomes the embodiment of a fresh and tasty product.
The same happens in the 7Up advertisement. The sound of opening your
7Up can changes your warm sunny environment into a cool and fresh,
rainy place. Just what you need on a boiling hot day.

Functional Identity
But we should not forget what sound could also do to enhance next to
the emotional aspect, the functional identity of the product. Sound
can be used to explain how to use a specific product; it can be used
to understand the product better.

The identity of a product consists of a functional and an emotional
side. The examples mentioned so far all try to achieve a specific
brand identity by adding a sound with a strong emotion being the
promise of the brand values into their product."


NOTE: The Dutch potato chips referred to in the article above are not
"Crocky," but "Croky."

Subject: Re: Sensory Branding
From: pinkfreud-ga on 16 Dec 2003 14:12 PST
From an article about the Bentley Continental GT:

"In many luxury cars, the primary acoustic aim is to reduce noise
intrusion from the wind, road, suspension and powertrain to create the
greatest level of refinement possible. But when you are charged with
creating an all-new Bentley some rather more subjective and no less
important considerations need to be accommodated. In short, the
Continental GT needs not only to look like a Bentley from bumper to
bumper, it needs to sound like one too.
Bentley's acoustic engineers have been at work since the very start of
the Continental GT project deciding first how the car should sound and
then determining how that sound should be achieved. So important is
their work that they were able to influence the design of both the
intake and exhaust manifolds to make sure a true, unique and instantly
identifiable Bentley soundtrack would greet the occupants. Bentley
also carried out extensive customer research among existing Bentley
owners and prospects who will be new to the marque, in conjunction
with benchmarking the sound quality and quantity of other luxury
sportscars. The sound of the Continental GT is therefore deep, smooth,
muscular and inspiring."

Auto Spies: Bentley Continental GT launches
Subject: Re: Sensory Branding
From: knowledge_seeker-ga on 17 Dec 2003 05:00 PST
Good Morning Martin!

Here's something I came across in regards to scent enhancement  --

"Over the years there had been various attempts at filling a movie
theater with smells linked to the film being shown. Around 1915, a
silent exhibitor distributed a tinted newsreel of the Rose Parade that
came with Flit guns of rose sent so that the theater ushers could walk
the isles pumping perfume while the film was being shown. In 1940, the
Clark Gable & Spencer Tracy vehicle `Boom Town' subjected certain
unfortunate audiences to the smell of crude oil pumped into the
theater's ventilation system. This went over so poorly, that nobody
tried anything like for years.

The `Smell-o-vision' used in Sent Of Mystery was an elaborate system
that had vials of several scents within a rotating drum beside each
theater seat. These drums were rotated on silent cues actually
recorded onto the film's magnetic soundtrack. Each sent was puffed at
the patron via compressed air, and in the system's real innovation,
each sent was then nullified by another puff of fresh air when the
scene was over."

Scent of Mystery (1960) - Movie Review

That's second-hand information (a movie review), but if you're
interested I'll do some follow-up research on it.


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