Feel the Brand: Why Sensory Marketing is Changing the Customer Experience

Let’s say we are playing a rapid-fire game, and you have to tell me the first thing that comes to your mind when I say a word. First word: Coca-Cola. I’m assuming you think of that ‘pshhttt’ sound, that red and white logo, or maybe just the taste of it. Second word: Rhode lip gloss. You might think of that phone cover handle, those aesthetic pastel colours of its packaging, or the dewy finish it leaves on your lips. Now, let’s add one more – Apple. You might picture that black Apple logo, your favourite colour from the latest line, or even the sleek, cold feel of the device in your hand.

See what just happened? You connected each brand to a specific sensory trigger without even realizing it. That’s the power of sensory marketing, through which brands don’t just sell products; they create experiences. But how did we get here? Let’s dive in.

The game of sensory marketing

Sensory marketing is more than just selling a product – it’s about selling an experience. This technique taps into the five senses (sight, sound, touch, smell, and taste) to create a lasting emotional connection between the brand and the customer. Sensory marketing goes beyond just using visuals and sounds to provide the rationale behind the product; it makes customers feel something. From the colour of the packaging to the kind of music playing in a brand’s store, every detail is carefully designed to immerse customers in the brand’s world. When done right, it doesn’t just make a brand memorable; it makes it irresistible.

The OGs

Coca-Cola: The one who set the field

This OG giant started setting the field for sensory marketing in 1915 when it organized the contour bottle competition for glassmakers. The challenge was to develop a bottle design that could be identified even in the dark. The aim was to create a design that customers can recognize by touch alone. And the Root Glass Company delivered.

Over time, Coca-Cola expanded its sensory engagement to include the sound of fizzing bubbles, the signature taste, and the visual nostalgia that links us all to the brand. Then came the Santa Claus campaign in 1931. The rosy-cheeked, red-suited Santa we all think of today was actually Coca-Cola’s doing. Since their brand colours are red and white, too, people started associating Coca-Cola with a sense of festive, nostalgia and joy. Since then, Coca-Cola has strived to position Coke as a feeling and an experience for its customers.

The following are examples of multi-sensory experiences that Coca-Cola provides to their customers.

Sound: The unmistakable pssst when opening a bottle, the fizzing bubbles, and the satisfying gulp – Coca-Cola has made the sound a major part of its brand recognition.

Sight: The bold red and white branding and even the way condensation forms on a chilled Coke can—every visual is designed to trigger thirst and nostalgia.

Touch: The recognizable contoured glass design.

Taste: The unique flavour profile (slightly citrusy, vanilla notes, balanced sweetness) is unmatched and instantly recognizable.

Apple: The one who perfected the game

Apple is Po (Kung Fu Panda) of the game. While Apple I and Apple II were successful, the company hit a slump for nearly 11 years. In fact, it came dangerously close to bankruptcy before Shifu (Steve Jobs) took the reins back in 1997. Jobs streamlined the product lineup, formed strategic collaborations, and, most importantly, reinvented Apple’s marketing approach.

The shift toward sensory marketing started with the iPod, which introduced a sleek, minimalist design that was an instant hit and has since become Apple’s hallmark. As the brand evolved, it mastered the art of multi-sensory engagement, ensuring that every Apple product was not just functional but an experience. Although not all five senses are engaged, the consistency and impact of the sensory experiences they use, sight, sound, and touch, have made them legendary.

Today, Apple is more than just a product; it’s a lifestyle. People have built years-long loyalty to the brand, and the debate of whether you’re an Apple person or a Samsung person is something we see everywhere.

Here’s how Apple nailed sensory marketing:

Sight: Design with clean lines and premium materials that scream sophistication; even their interface gives the same vibes of minimalism; that instantly recognizable Apple logo; product reveals that feel like a mini-event.

Sound: The click of the MacBook trackpad that’s oddly satisfying, and that iconic startup chime.

Touch: Smooth, cold aluminum bodies; glass screens that just feel fancy; and those gentle haptic vibrations.

This sensory-first approach cemented Apple’s identity, making it instantly recognizable, emotionally engaging, and downright irresistible to its audience.

Rhode: The one who’s running for MVP

Rhode might be a younger brand in the market, but even OGs will agree that Rhode is playing its cards right. Today, there are a number of different brands in the beauty industry that are giving premium quality products with an inclusive product line AND with a good price, so how did Rhode set itself apart? By turning beauty into an experience. Whether it was ASMR and food-inspired content for digital platforms or phone case trends for a tactile sensory experience. Rhode ensures that its branding goes beyond the product itself. The key sensory experiences that Rhode targets are:

Visual appeal: Soft, neutral tones and clean photos that make the products look like they belong in a magazine. Lots of negative space so your eyes stay focused on the product—hello, calm and balanced!

Tactile experience: Texture-forward marketing: Close-ups that make you almost feel the product on your skin.

Phone case magic: Rhode’s lip balm phone case—because why not turn your phone into a beauty tool? Plus, it’s a tactile experience in itself, giving you a smooth, satisfying texture every time you hold it.

Multi-sensory engagement: ASMR vibes: Smooth application and soft sounds that tap into that calming ASMR trend.

Nature feels: Fresh flowers, water droplets, and soft fabrics that subtly scream hydration and purity.

Olfactory and gustatory appeal: Food-inspired fun: Rhode’s cinnamon roll launch for Hailey Bieber’s birthday, tapping into all those cozy, food-driven scents that make you want to dive right in.

Is it Gen-Z approved?

Alright, we all know Gen-Z aren’t just buying products anymore, they are looking for experiences. By that statement itself I think Sensory marketing passes the test with flying colours. But to add a couple more points to the above, sensory marketing also aligns with their digital habits and emotional preferences. For example, with their short attention spans, sensory-driven content stands out, making it easier to engage in a fast-scrolling world. TikTok’s “oddly satisfying” trend is a perfect example, where visually and auditorily pleasing videos not only grab attention but also drive purchases. Gen Z connects emotionally with brands, prioritizing experiences over pure functionality. Apple nailed this: they don’t just sell a phone; they sell a lifestyle built on sleek design and exclusivity. Highly sensory products also tend to go viral because they’re so shareable.

Everyone loves something cool. Rhode’s phone case lip balm trend, for example, became a social media sensation. With their focus on wellness and self-care, Gen Z gravitates toward therapeutic sensory-driven experiences, like ASMR skincare routines that double as self-care rituals. And being the tech-savvy generation they are, they expect brands to merge technology with sensory appeal, like augmented reality filters, for trying on makeup or perfume before buying.

Is it just a passing moment, or is it here to stay?

The plain and simple fact is that consumer behaviours are changing, and with the current trend, sensory marketing is not going anywhere soon. The key here is the kind of experience brands provide their customers. Brands that tap into this multi-sensory experience will be positioned for greater success and deeper consumer loyalty. Gen-Zs are smart, and they love to see something creative. So, in my humble opinion, sensory marketing is here to stay.