Bobbie7, (others are welcome to join if you feel you've found an
excellent case meeting the criteria below)

I've noticed that you over the past week have identified some
extremely useful cases. I would like to give you a open brief. Please
identify Sensory Branding cases (other than the once already
identified so far). The type of cases I'm looking for are cases
similar to the Bentley (sound in the car), Roles Royce (smell in the
car), Pfizer (special dimond-shaped tablets), Saffpro can etc.
You can pick any category you want, and focus on any senses you want
(hearing, seeing, tasting, feeling and smelling). There is not tight
deadline on this one.
I'll pay you between $ 5 and $ 10 per case you come up with depending
on how interestin the case is and the quality of the article.

Good luck,

Martin

Here's an interesting case, briefly described:

"The Hilton in Las Vegas even went so far as to release a scent called
'Odorant 1', produced by Alan Hirsch, a Chicago neurologist. This
scent made the air smell 'fresher', in a slot machine pit. These slot
machines saw 45% more action than usual."

http://www.online-casinos-and-gambling.com/online_casino_essay1_3.html

"If you're interested in the technique of pumping odorants onto the
casino floor, see the journal Psychology & Marketing of October 1995,
and an article called 'Effects of Ambient Odors on Slot-Machine Usage
in a Las Vegas Casino', by Professor Alan Hirsch."

http://www.placeperformance.com/features/chap101.htm

Hi Martin!

British Airways are developing a special aroma for their first class toilets. 

?Some brand owners are certain to persist in pursuing their
fascination with fragrances and will continue to see them as valuable
distinguishing components of the brand offer. For example, according
to a report in the Daily Telegraph, British Airways is currently
developing and testing a special aroma to 'enhance the environment and
try to counteract the inherent aircraft smell' of the toilets in its
first class cabins. According to Georgie Bridge, the airline's design
management executive, 'the aim is that eventually our aroma could
become as strong an element in brand recognition as other elements of
our corporate identity'.?
Source: Rio Brand
http://www.riobrand.com/pages/diary_001.html


---------------------------------------------------


The Lamborghini  is known for its upward opening doors that have
remained a Lamborghini trademark to this day.
http://www.rapidcars.com/countach.html


The EU has registered moving marks such as the typical swing up doors
of the Lamborghini.

?The doors of the Lamborghini (CTM 1400092), with a description: "The
trademark refers to a typical and characteristic arrangement of the
doors of a vehicle, for opening the doors are "turned upwardly",
namely around a swivelling axis which is essentially arranged
horizontal and transverse to the driving direction". The registration
is for goods in the classes 12 and 28 (cars and toy cars).?


Gesture marks:

?This has been mentioned as another kind of non-traditional mark.
Mars BV has a registration in the Benelux Trademark Register for a
gesture of two cutting fingers. This gesture is recognized as the
commercial origin for TWIX chocolate. BX No. 520574.?

?A gesture mark is also registered in the UK Register, which shows a
person tapping his/her nose, registered for services in the field of
mortgage and investments (UK No. 2012603).?


Colour marks:

?The UK and the EU have several registrations for colours; the
Cadbury's purple for chocolate, BP's green for vehicle service
stations and Orange's registration for the colour orange for
telecommunication services.?


Source:
Debbie Rønning
The Norwegian Patent Office
http://www.patentstyret.no/innhold/artikler/englydlukt.html


---------------------------------------------------

The non-traditional Trade Mark Archives by Dr. Ralf Sieckmann, Patent
Attorney provides some interesting links that might be of your
interest.
http://www.copat.de/markenformen/mne_markenformen.htm

Smell or Scent Marks
http://www.copat.de/markenformen/scentmarks.pdf

Motion Marks
http://www.copat.de/markenformen/motionmarks.pdf

Sound Marks
http://www.copat.de/markenformen/mne_soundmarks.htm

Color Marks
http://www.copat.de/markenformen/colortrademarks.pdf

Taste Marks
http://www.copat.de/markenformen/tastemarks.pdf

Hologram Marks
http://www.copat.de/markenformen/hologrammarks.pdf

Best regards,
Bobbie7

Franco-American's canned pasta product SpaghettiOs is a great example
of a brand that derives most of its appeal from visual impact. Nothing
in its taste differentiates this stuff from other canned spaghetti in
sauce, but the O-shaped pasta created a revolution in canned goods.

"Clifford Nass, who teaches in the Department of Communication at
Stanford, says, "Companies weren't discovering things in the
laboratory and then trying to convince consumers to buy them. They
were discovering-or creating-consumer demand, figuring out what they
can convince consumers they need, then going to the laboratory and
saying, 'Build this!' People were saying, 'We can create demand. Even
if demand doesn't exist, we know how to market this.' SpaghettiOs is
the great example. The guy came up with the jingle first: 'The neat
round spaghetti you can eat with a spoon.: And he said, 'Hey! Make
spaghetti in the shape of small circles!'"

http://www.physics.ohio-state.edu/~wilkins/group/powerpt.html

In addition to the original product, there are also RavioliOs,
TeddyOs, Where's WaldOs, and Garfield PizzaOs. And, capitalizing on
the millennium craze that hit in 1999:

"Millennium hype has gone over the top: SpaghettiOs has added 2-shaped
pasta to 20 million cans of its round spaghetti. This is so that kids
can celebrate the millennium by forming a commemorative 2000 in every
spoonful. Look for specially marked foil sparkle labels on 15-ounce
cans at supermarkets."

http://the.honoluluadvertiser.com/1999/Dec/29/islandlife5.html

There was a fad for transparency in a wide variety of procucts in the '90s:

"Zima" (clear, flavored beer)
"Crystal Clear Amoco Ultimate" (clear gasoline)
"Crystal Pepsi" (clear cola)
"Speed Stick Clear" (one of many clear deodorants)
"Ivory Clear" (clear dish detergent)

?There have been four (4) U.S. trademarks registered for scent marks. 
(See Reg. Nos. 1639128, 2463044, 2568512, and 2560618.)  As I recall,
the applicant of the first scent registration for "the high impact,
fresh, floral fragrance reminiscent of Plumeria blossoms" (registered
in the early 1990's for sewing thread and yarn) appealed  to the TTAB 
and its final refusal was reversed by the Board.  I remember that the
decision was very controversial when issued.?
http://www.biglist.com/lists/lists.inta.org/tmtopics/archives/0207/msg00137.html

Here are the details for each sensory mark that has been registered at
the U.S. Patent and Trademark Office:



Registration Number: 2560618

Midwest Biologicals 
Description of Mark: The mark is a scent mark having the scent of bubble gum. 
Product: Oil based metal cutting fluid and oil based metal removal
fluid for industrial metal working
First Use in Commerce Date: 2000-01-31
Source: U.S. Patent and Trademark Office
http://tarr.uspto.gov/servlet/tarr?regser=serial&entry=76079064



Registration Number: 2463044

Sensory Mark: Cherry Scent 
Product: synthetic lubricants for high performance racing and recreational vehicles
First Use in Commerce Date: 1990-05-23
Source: U.S. Patent and Trademark Office
http://tarr.uspto.gov/servlet/tarr?regser=serial&entry=74720993



Registration Number: 2568512


Sensory Mark: The mark consists of the grape scent of the goods.
Product: lubricants and motor fuels for land vehicles, aircraft, and watercraft
First Use in Commerce Date: 1999-01-27 
Source: U.S. Patent and Trademark Office
http://tarr.uspto.gov/servlet/tarr?regser=serial&entry=75360104


Registration Number 1639128 

Celia Clarke
The thread and yarn with the scent of a high impact, fresh, floral
fragrance reminiscent of plumeria blossoms.

?The first American scent mark registration was granted by the
Trademark Tribunal and Appeal Board (T.T.A.B.) in the decision In Re
Celia Clarke, DBA Clarke?s Osewez.52,53 The mark asserted by the
applicant in Clarke was ?a high impact, fresh, floral fragrance
reminiscent of Plumeria blossoms?54 for use with sewing thread
and embroidery yarn. The T.T.A.B. held that there was no reason to bar
the scent mark?s registration as the scent functioned as a trademark
for the Applicant?s wares as defined by the Lantham Act.55 .?


A Survey of Select Jurisdictions re Scent Mark Registration, and a
Critique of Scents as Trade-marks
http://www.copat.de/markenformen/eugh-kom/fleck.pdf


In addition, the following document presents a wealth of excellent and
detailed examples for sound and smell marks.
http://www.ficpi.org/library/APAA_FICPI_Newport/T7_O'Connor_table.doc


I hope you find the above information useful.

Best regards,
Bobbie7

Many people seem to associate menthol and mint with cleanliness. Not
only the smell, but the tactile sensation of menthol (an "inactive
ingredient" of the product) is touted by Denorex anti-dandruff
shampoo's slogan, "The tingle tells you it's working."

Martin,

Another case is where Rover has successfully registered the shape of the Mini. 

From the Institute of Trade Mark Attorneys:

?Trade marks can also be 3-D objects. For example BMW/Rover Group has
registered the shape of the "MINI" as a trade mark. This means that
the use of the shape of a mini in the course of trade in motor
vehicles and parts and spares will be an infringement of that trade
mark registration.?
Source: ITMA
http://www.itma.org.uk/news-events/4l-registerable.htm


?At Rover Group, Philip Cooper led global programmes to safeguard the
Rover, MG, Mini and Land Rover brands.  He also registered the shape
of the classic Mini automobile as a trade mark and created the name
Freelander for Land Rover.  He was responsible too, as Head of Trade
Marks for BT, for protecting their new corporate identity.?
Source: Crossguard 
http://www.crossguard.info/intro-2.htm

--Bobbie

Tablet Shapes:

Title:  Tablet shapes to enhance gastric retention of swellable
controlled-release oral dosage forms

United States Patent:  6,488,962 
Issued:  December 3, 2002 
Inventors:  Berner; Bret (El Granada, CA); Louie-Helm; Jenny (Union City, CA) 
Assignee:  DepoMed, Inc. (Menlo Park, CA) 
Appl. No.:  598061
Filed:  June 20, 2000
Abstract:
?The retention of oral drug dosage forms in the stomach is improved by
using swellable dosage forms that are shaped in a manner that will
prevent them from inadvertently passing through the pylorus as a
result of being in a particular orientation. The planar projection of
the shape is one that has two orthogonal axes of different lengths,
the longer being short enough to permit easy swallowing prior to
swelling while the shorter is long enough within one-half hour of
swelling to prevent passage through the pylorus.?
 
Detailed description of the invention and specific embodiments at the
following link:
http://www.pharmcast.com/Patents/Yr2002/December2002/120302/6488962_Tablets120302.htm

--Bobbie7

Hello Martin,

Here's an example that is similar to the Pfizer case:

 Levoxyl Accudose tablets have a unique thyroid gland-like shape.

?What?s more, the Accudose tablets have a unique thyroid gland-like
shape. This shape can help you easily tell the difference between your
Accudose tablets and other medications you may be taking.?

The thyroid gland-like shape is a registered trademark.

Levoxyl Patient Brochure
http://www.levoxyl.com/patient/tsh_hypo_brochure.htm

--Bobbie7

Martin,

Another case similar to Pfizer:

Seroxat and the Seroxat tablet shape and colours are registered
trademarks of the GlaxoSmithKline group of companies
http://www.seroxatusergroup.org.uk/Documents/latestseroxatPIL.pdf

--Bobbie7

Martin,

Here?s another interesting article:

?It might be interesting to note that the smell of new leather is
commercially produced according to an article written by James R.
Healey and published in USA Today titled, ?Carmakers resort to eau de
leather.? The article explains that for years the leather used in
expensive cars was tanned, processed and colored in order to
neutralize its natural smell. It was then injected with industrial
aromas. Today a process used by leather suppliers called ?re-tanning?
puts fragrant oils back into leather. ?

?We have a specific aroma at Ford, which we?ve used about two years. Senior 
management came in and smelled swatches. It?s very subjective,? says Bonnie 
Cunningham, Ford Motor design Manager in charge of leather. ?

?Nick Showish, sales and marketing boss at the leather supplier Seton
said, ?We have a whole library of different aromas.? Seton supplies
all Chrysler?s leather, and some to General Motors, Porsche, Nissan,
Mercedes-Benz and Isuzu.?

According to Healey, ?Chrysler, like Ford, uses a single fragrance.
But some makers use  differing scents to give the impression that
higher priced models have more leather, or richer leather.?

The Smell of New Leather by Mike Coe
http://www.coeinc.org/Articles/1-SmellofNewLeather.pdf

--Bobbie7

Martin,

The New Home Smell

?New Home Essence?. This product line is not only made with
high-quality natural essential oils ? it is psychologically designed
to smell like a new home. Similar to the car business?s ?new car
smell? your apartments don?t have to be new to smell new!! Now you can
add New Home Essence? - a wonderful perfume quality aroma to your
clubhouse, models and target apartments.?

How was New Home Essence? Developed? 

?After visiting custom homebuilders and walking their elaborately
decorated models a list of ?scents? was created. This list was then
shared with both chemical engineers specializing in scent and a group
of experienced perfumers. High-quality synthetic oils ? usually called
fragrance oils ? are often used in fine fragrances; they substitute
for oil that can?t be extracted, like fig or lily of the valley.  A
combination of these fragrance oils along with a series of natural
essential oils was tested for an 18-month period. The base of New Home
Essence? contains the fragrances of each of the elements present in a
brand new home ? including the furniture & decorative touches. This
gives a room the psychological scent of  "Brand New?. There is the
scent of Corinthian leather combined with the essential oils of Cedar
Leaf and Sandalwood. This offers your guests the scent of fresh wood &
leather. They also blended just a touch of essential oils from the
exclusive decorative candles such as patchouli & the exotic oriental
spice ylang ylang.?

?To give this unique fragrance a psychological selling advantage, they
added the chemically engineered scent from new carpet, varnish, fresh
wood and other important ?scents? of new. All together these
fragrances duplicate the scent of a multi-million dollar new home
model. Imagine the competitive advantage of New Home Essence?.?

New Home Essence
http://www.newhomeessence.com/part1.htm


--Bobbie

Here are two more examples:

The Capri Sun Bottle-Can

Brand Overview: 

?Capri Sun® has been a leader in packaging innovation for over 20
years, so it is no surprise that Capri Sun, with the new Capri Sun
Island Refreshers? line, is the first in the US to launch a juice
drink in a revolutionary aluminum "bottle-can." The 16.5 oz. unique,
re-sealable "bottle-can" not only looks "liquid cool", but also chills
faster than glass and fits nicely in the cup holder of your car.?
Bevnet Review: Capri Sun
http://www.bevnet.com/reviews/caprisun/


? Capri Sun Island Refreshers will be available in single unit
16.5-ounce aluminum "bottle-cans," which are hot-filled. The idea is
to differentiate the package on the shelf while appealing to consumers
aged 16 to 25.?

"The bottle packaging has the feel of an aluminum can yet the shape
and capacity of a plastic bottle," says Margery Schelling, senior
category business director for Kraft Foods Beverages, new product
division. "The new bottle-can really stands out on the shelf. 86% of
consumers [tested] said it was very `eye-catching.'"

Food and Drug Packaging: January 2003
http://www.findarticles.com/cf_dls/m0UQX/1_67/97484090/p1/article.jhtml 


?There are many advantages of the new bottle can versus glass bottles.
It chills faster, stays cold longer, and it?s better for transport
because it won?t shatter.?
http://www.packworld.com/articles/Departments/15731.html

Images
http://www.packworld.com/articles/Departments/cds_photos.html?rec_id=15731&PHPSESSID=7ee35ff9c6c774eb3ca7f9b73d69fd1f


---------------------------------------------------------------------------------


Coca-cola launches aluminum ?bullet? bottle

?Coca-cola introduced last December two 12-oz Powerade noncarbonated
products, Psych and Raize, in heavy-walled, brushed-aluminum bottles
from Exal.?

?Exal makes the sleek containers via an impact-extrusion process. The
bottles are dry-offset printed in six colors to create a
sophisticated, futuristic style. The bullet bottle has a 21/3" (59-mm)
base diameter and stands 7 1/5" (183-mm) tall.?
 
(..)

"The product was designed to stretch the equity of the parent brand
outside the traditional sports environment and the sleek, brushed
metal look communicates the energy proposition," says Scott
Williamson, senior manager of public and media relations for
Atlanta-based Coca-cola?s North American Division.?

Source: Packworld.com
http://www.packworld.com/cds_search.html?rec_id=16587&ppr_key=Coca-cola&sky_key=Coca-cola&term=Coca-cola


--Bobbie7

The Self-Cooling Can

?Since 1985, Mr. Won-Gil Suh has been working to develop a
self-cooling can for soft drinks and alcoholic beverages. After many
trials and errors, the self-cooling can, with its almost unlimited
market potential, is on the verge of mass production. The technology
behind the self-cooling devices has already been patented in 22
countries.?

MAIN PRODUCT:
Automatic Self-Cooling Can with Icetec's Self-Cooling Device 

FUTURE PRODUCT:
All beverage containers with automatic self-cooling devices, including
glass bottles, PET bottles, and canton packs.

http://www.icetec.co.kr/english/aboutus.htm

The self-cooling can contains a device that automatically cools down
the beverage inside the can without refrigeration and keeps the
beverage chilled while you drink. It conveniently allows you to enjoy
cold beverages without an icebox or a refrigerator, anytime you want.
http://www.icetec.co.kr/english/product_01.htm

Invention
http://www.icetec.co.kr/english/product_02.htm

------------------------------------------------------------------------

Fortune Magazine has an article about this new beverage can.

INTERNATIONAL FIRST: INNOVATION 
No Ice? No Problem! 
A great invention--the self-cooling can. 
By Gina Chon 
http://www.fortune.com/fortune/articles/0,15114,370246,00.html

You can read a copy of the article here:
http://216.239.57.104/search?q=cache:6Elupy025e0J:groups.yahoo.com/group/1AutLaughs/message/22782%3Fsource%3D1+%22Gina+Chon%22+self-cooling+can&hl=en&ie=UTF-8

------------------------------------------------------------------------

The Instant Cool Can

A SELF-chilling technique from US company Tempra Technologies was
described by Crown Cork & Seal technologist Ian Maxwell at the
Institute of Material's Smart Packaging seminar.

?When activated in laboratory conditions, the temperature of 300ml of
beverage drops by 16.7°C within three minutes. But pilot production
units currently can only achieve up to 12°C in three minutes, Maxwell
explained at the seminar.?

Packaging Magazine
http://www.packagingmagazine.co.uk/features/drinks/fdrinks013.shtml


?A beverage that can cool itself could provide athletes and people
traveling to even the remotest parts of the world with cold drinks on
demand.?

?ThermaGen plans to talk to drinks manufacturers about using the
containers for their beverages. The cooling system is likely to push
up the cost of the drinks slightly, but the company believes people
will be prepared to pay extra for cold drinks in places where they
would otherwise be unavailable.?
http://www.graduateengineer.com/eonicweb.asp?pgid=4&artid=169

--Bobbie7

Hi pinkfreud-ga,

Thanks for your facinating article about Las Vegas (more stuff on this
topic is very welcome). In your feedback you are mentioning the
report: "Effects of Ambient Odors on Slot-Machine Usage in a Las Vegas
Casino", by Professor Alan Hirsch - however I can't find it - would
you be able to help me some how?

Thanks,

Martin

PS: Sorry about the long reply time but as you probably noticed the
Google system has been down for a substantial time.

Hi Bobbie,
Thanks for your feedback.
Some of the stuff was useful however I would require some more
detailed information about the strategy/thinking behind the cases you
come up with - as trademark registrations seldom provides enough data.

The cases I'm looking for needs to have some in-depth
explanations/strategies/stats indicating why this is such interesting
move. If you have problems proceeding try out some Disney cases (I've
heard they are playing CDs in Disneyland Paris with birds singing - to
boost up the feeling in the park), BMW/Mercedes
information/articles/stats on their work on adjusting the sound of
slamming doors etc.

The more detailed you can be the better. And I guess the more
"chocking" the story is - the better.

I hope this helps.

Good luck,

Martin

Hi Martin!

Themed Attraction Design by Nate Naversen 

?The power of sound should never be neglected as a mood-enhancing tool
for themed attractions either. Sound is all-important, whether it is
musical theme songs, special effects or story enhancing dialog.?

(..)


?The next time you visit Disney's Animal Kingdom, be sure to pay
attention to the relaxing mood music continuously played in several
key areas of the park, especially near the front ticket gate. In my
opinion, the music helped contribute to a relaxing themed experience
even on the most crowded days.  Indeed, I visited Animal Kingdom on a
day when they set an attendance record, yet I noticed that I did not
feel stressed out like I would normally under those circumstances.   I
attributed my relaxed mood that day in part to the presence of the
background music.?
 
(..)
 
? Many times in themed entertainment, soundtracks are continuously
looped in order to accommodate a continuous flow of guests; a task
provided by show control experts.?


Tactile stimulation is important in theme rides as well.

?It is less important than sound effects in terms of overall impact to
the guest, but it still can be a very important tool in enhancing the
"realness" of an environment. Consider the effect a spray of mist on
the face would have on a guest in a tropical themed adventure ride, or
how the cold iron bars in a dungeon might feel to a visitor of that
attraction. The applications for texture planning are endless, and
clearly contribute to an effective environmental design.?



The following piece is from EPCOT CENTER TODAY,  Vol 1, No. 2 1981.  
(Outdated, or were they just ahead of their time?)

?Disney Imagineers have added a fifth sense to the newest attractions
at Epcot Center.  The sense of smell will be added to scores of other
special effects in a new generation of Disney shows now being designed
for Future World and the World Showcase pavilions.?

?The smellitzer operates like an air cannon, aiming the scent up to
200 feet across a room toward an exhaust system.  Guests traveling on
the moving vehicles will pass through the scene as the appropriate
scent drifts across their path.   Regulated by computer, the scent can
be triggered for a fresh aroma just prior to each vehicle's arrival.?

At the Land pavilion at Epcot Center ? the visitors will experience
tropical vegetation, rain forests, deserts; some of the great terrain
found on Earth.   Of course, Disney "Imagineers" plan to supply all
the appropriate smells.  Guests traveling through a farming scene may
detect a faint animal smell.  In another scene, an orange grove will
smell like the real thing.  Still another effect calls for the smell
of damp earth.?

The author of this article added:

?I was touring a Disney theme park when I noticed a popcorn cart and
an attendant. I approached him and asked him what effect the "popcorn
smell" had on his sales. His reply was enlightening. He said, "Every
time I turn on my artificial popcorn smell, I can have a line of up to
ten people within five minutes". At the time, he and I were the only
ones there, and not surprisingly, he had his "smell button" turned
off.?

Imagination Portal 
http://www.themedattraction.com/sense.htm

Another interesting article:
Theme attraction design, part three
The Sixth Sense, the Story, and the Cliché`
http://www.themedattraction.com/sixth.htm



?Hirsch tells me how perfumiers often add a smell akin to baby powder
to their scents, to evoke a sense of nostalgia in potential buyers.
How supermarkets bump up the sales of their bakery goods by releasing
the smell of newly baked bread into the store, how cinema foyers are
scented with the smell of fresh popcorn, and cookie stalls ensure that
the air around them is perpetually laced with the sweet scent of
chocolate chip cookies. In the US, he says, the lingerie chain
Victoria's Secret employs a special kind of floral pot pourri
throughout all its stores to give a uniform, instantly recognisable
scent to the brand. Even artificial plants are being put in parks,
because it is too costly to maintain real ones. "Artificial," Hirsch
concludes, "is now the norm and is the expected.?

The Guardian: August  2003
http://www.guardian.co.uk/weekend/story/0,3605,1018485,00.html


I hope you find this information useful.

Thanks,
Bobbie7

Martin,

You asked earlier whether I could locate "Effects of Ambient Odors on
Slot-Machine Usage in a Las Vegas Casino", by Professor Alan Hirsch. I
have been unable to find this article online. Perhaps a library will
be able to assist.

"Hirsch, A. R. (1995). Effects of ambient odors on slot-machine usage
in a Las Vegas casino. Psychology of Marketing, 12, 585-594."

http://www.gamblingresearch.org/contentdetail.sz?cid=2616

If you're still interested in shapes and colors in relation to
branding, here's a great article about the marketing of prescription
drugs. Gotta love the phrase "pharmaceutical elegance":

http://www.intelihealth.com/IH/ihtIH/WSIHW000/8124/21291/322037.html