SENSORY PACKAGING TO ENTICE NEW DRINKERS TO A PRODUCT OR CATEGORY

Dr Caroline Ardelet, Phd, Consumer BehaviorAffiliate Sensory Marketing lab,University of MichiganUniversity of Paris Nanterre

Portable vino pouches

Colourful wine bottlesWine label

embossed Wine mason jars Oddly Shaped bottles

Cosy mulled wineBottle to scratchfaceted form of a masked head

Sensory packs in wines and spirits (mainly new colors and shapes)

Carlsberg

…emotional benefits

…product quality benefits

…purchase intention and willingness to pay

Do sensory packaging always increase…

Flip Flop wines

Rom

Emotional reactions

SURPRISE, AROUSAL

SENSORY STIMULATIO

N

EMOTIONS

FEELINGSBEHAVIOURS

Unconscious

Champagne accordion bottle

boxes

Woodsy wine bottle

BIAISED SENSATIONS

MOTOR ENGAGEMENT

Vodkabottle to

peel

I want to look for information

I have the impression that it smells like wood

I want to try to peel the bottle

EMOTIONAL BENEFITS - MAY ENTICE NEW DRINKER TO TRY THE PRODUCT

BUT NO EFFECT ON BRAND IDENTITY, PRODUCT QUALITY, LOYALTY

INTEGRATION

COGNITIVE THINKING

SENSORY STIMULATIO

N

EMOTIONSConscious

FEELINGSBEHAVIOURS

Unconscious SURPRISE, AROUSAL

This brand is focused on quality and

innovation

BIAISED SENSATIONS

BRAND & PRODUCT ATTRIBUTIONWood smell is a

indicator of wine quality

MOTOR ENGAGEMENT

This brand targets innovative persons like

me

COGNITIVE BENEFITS - MAY ENTICE NEW DRINKER TO TRY THE PRODUCT

AND HAVE AN EFFECT ON BRAND IDENTITY, PRODUCT QUALITY, LOYALTY

Cognitive reactionsChampagne

accordion bottle boxes

Woodsy wine bottle

Vodkabottle to

peel

How to facilitate pack-induced emotions integration – Story (1)

Be aware of all symbolic

associations

A simple story to facilitate integration

Head of Mexican musician (mariachi)

COUNTRY SIDE

Hay Eggs box La designer Maja Szczypek

HOME MADE

Thelma’s Treat box, imitating a oven

Exemples

How to facilitate pack-induced emotions integration – Story (1)

Carrot tangerines Umbrella

saladspens

parmesan

? ? ?Source : Morano, 2010

Chocolate coffin

How to facilitate pack-induced emotions integration – Story (1)

How to facilitate pack-induced emotions integration – Multisensory (2)

Multi sensory packaging

Rough bottles scrub

gels

Touch-like fruits

bottles

Perfumes music boxes

Crisping noise lays

Multi sensory packaging

Eatable packsSmelling packs

SMELL

Eatable ads Virtuality

How to facilitate pack-induced emotions integration – Multisensory (2)

Conclusion Sensory packs may entice new drinkers because it results in

higher emotional stimulation

But unconscious emotional reactions must be integrated

Emotion must serve conscious cognitive reactions, resulting in better product and category thoughs and attitudes

Integration of emotions is easier when the design tells a simple and consistent story

Multi sensory stimulation makes integration easier (the story is easier to memorize whent told through several sensory means)