Sensory branding done by brands like durex and dulux and branding idea for a hypothetical brand

1. SENSORY BRANDING
JAYESH GAWDE | 201421034

2. CATEGORY CONDOMS – BRAND DUREX
 Sense – Taste
 Durex has introduced new and
innovative flavoured condoms to
increase its portfolio and also as a
marketing gimmick

 Sense – Touch
 On a dotted and ribbed walkways durex marketed
to show how its dotted condoms feel like.
 Durex innovated the feel of the condom with their
new product “Real Feel” , Micro feel” ,”Feather
light”
https://www.youtube.com/watch?v=ny4FnbdqvYE

3. BRAND DUREX
 Sense – Sight
 Durex uses visual cues which always has covert
meaning attached to it that shows various
products from its portfolio without directly
mentioning them.
 Durex made a condom emoji so that it can
promote safe sex an remind people about durex
https://www.youtube.com/watch?v=O7iKgKpkW
fU
 Sense – Smell
 Durex produces scented variants of
condoms with exotic flavours and
scented packs to lure customers

4. RIVAL BRAND – KAMASUTRA
 Kamasutra condoms uses very less of sensory branding and mostly their
branding activities revolve around sight and taste where they use sensual
pictures on their packets and their video while they have limited flavours of
condoms which add to the taste factor.

5. IMPROVEMENTS– KAMASUTRA
 Kamasutra can use more of sounds like a jingle or catchy tune in the end of
their ads to leave an impact on audience
 They can use more of covert and naughty visuals to convey the usage of
condoms
 They can produce more light condoms which wont feel like a hindrance on
wearing them
 They can have texture of condoms printed on the packaging itself to give a
feel of the product inside

6. MY BRAND – EROS
 Sight - The colour red would be used prominently in logo and brand name to depict flame of
passion.
 Taste - Products would have exotic flavours which wont be available locally in that country
 Touch – The product packaging would be in shape of condoms depicting various sizes and
varieties of condoms packaged inside the box. On ground installations of various creative
things made out off condoms would be put on display.

7. MY BRAND – EROS
 Sound – In retail outlets one would hear soft moans as one gets closer to our
packages this would not only add a naughty touch to our product but it would also
create a correlation between moans and condoms which would add to brand recall
value
 Smell – Aroma therapy is known for increasing sexual arousal – our packets would
be scented with flavours like vanilla, cinnamon, basil, jasmine, lavender, lime. etc

8. CATEGORY PAINTS – BRAND DULUX
 Sense – Sight
 Dulux’s tagline is “Let’s
Colour” and their sensory
branding leverages this
proposition
 They launched the app Dulux
Visualizer™ to help users
visualize the colour of their
walls on their digital screens
before finalizing the paint
colour
https://www.youtube.com/watch?v=o8mwZte8OX0

9.  Sense – Sight
 The Dulux ‘Colour Britain’
campaign saw popular British
illustrators create giant murals
across locations inspired by the
local heritage
 The Dulux ‘Let’s Colour Project’ is
a worldwide community initiative
which aims to to brighten up the
world by transforming grey
spaces with vibrant colour (visual
storytelling)
https://www.youtube.com/watch?v=d-xcSJ7QYAA
http://www.trulydeeply.com.au/madly/2010/05/25/dulux
s-lets-colour-brand-campaign/
BRAND DULUX

10.  Sense – Touch
 The Dulux Velvet Touch
product line uses tactile
marketing using texture
 The paint has a velvet finish
which is emphasized in Dulux’s
advertising and communication
related to the product
 https://www.youtube.com/wat
ch?v=teOkMuGQGEA
BRAND DULUX

11.  Sense – Sound
 Dulux has a signature tune
wherein a female voice sings
‘Dulux’ thrice at the end of
each Dulux TVC in India
 Sense – Sight
 The logo also visually illustrates
the proposition “Let’s Colour”
by showing an individual
spreading colours
BRAND DULUX

12.  While Asian Paints uses a lot of storytelling in its advertising, the brand has not
made use of sensory branding much
 The pattern/texture paints of Asian Paints are popular, so sensory appeal could be
used to promote this product line
 Sight and Touch: An art exhibition could be conducted displaying the different
textured paints offered by Asian Paints; visitors can see how the patterns look in
reality, and feel the texture too
RIVAL BRAND – ASIAN PAINTS

13. RECOMMENDATIONS - ASIAN PAINTS
 Sound – Asian Paints does not have a signature tune or music (the way Dulux
and Nerolac have), so they should work on having a catchy jingle that can be
used as sonic appeal
 Sight/Touch – The whole purchase experience can be made more involving for
the customers
 Exclusive Asian Paints showrooms will show samples of walls being painted
in a particular colour or pattern, so people can see the sample not just on a
shade card but also on a wall; they can also touch the walls to feel the
texture of the wall

14. MY BRAND – HUEZ PAINTS
Touch – Create shade cards with touch effects for various textures so that consumers know
what the end product would feel like
 Smell – Integrate pleasant smell in the product and this feature can be marketed through
sensory appeal. Also previously foul smelling paint was a big turn off and a pain point during
painting process as whole
 Eg- Print ads with aroma infused, Shade cards with aroma
 Sight
 Interactive billboards on strategic locations to browse through colour catalogue
 Optical wearable device (like google glass) which can be worn to visualize how our current
room would look in particular shade of colour
 The paint aroma could be sensed too through the tech device

15. MY BRAND – HUEZ PAINTS
 Sound – Create a very catchy jingle so the recall value of our brand is high
whenever someone considers buying paints
Sight/Touch – These senses of consumers can be awakened at the purchase
stage too by improving the shopping experience; exclusive showrooms where
buyers can browse the entire colour catalogue and see paint samples on the
wall along with the aroma, they will understand the product better

16. MY BRAND – HUEZ PAINTS
 Strategy & Rationale – The broad strategy is to launch a new brand in the
paint category which provides a more personalized purchase experience to the
buyers right from the colour selection process (using the advanced tech goggles
to visualize the room painted in a particular colour and to get a whiff of the
aroma too) to the final showroom experience where they can physically see
painted samples on the walls to get a better idea of the product before buying
 Huez Paints also has a differentiation that it has a pleasant aroma infused in it;
this olfactory appeal will be communicated to the people through print ads with
aroma effect and also in the showroom and through the tech device
 A holistic experience is provided to the consumers to make them not only
know the Huez Paints brand but to also feel it, live it