One of the biggest challenges I've faced in food advertising has been strategizing about "taste." How to portray the benefits of taste while avoiding the cliches. (one of my pet peeves is putting "TASTE" in the headline). Lately, I've been seeing ads that are really doing the whole taste thing in very exciting ways. Now I know you're thinking--mayo ads--exciting? Well I think Hellmans has done something exciting.
The idea of "double whipped" is not only differentiating food news, but supports new thinking from researchers about the impact of sensory stimulus into ad copy. Of course we all know that food ads do impact taste perceptions. However, the article from Journal of Consumer Research reveals ads that use multiple sensory stimulus (language, visuals, sounds)heighten taste perceptions. Like the whisk with the flowery dollop of mayo. Or the icy, breezy motion and sound we "hear and feel" in the ad for 5 gum. Nice, multi-sensory touches!
Jrnl of Consumer Research, June 2009: The Effects of Ad Copy on Sensory Thoughts and Perceived Taste
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