Dr Caroline Ardelet, Universities of Westminster and Paris
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Transcript of Dr Caroline Ardelet, Universities of Westminster and Paris
![Page 1: Dr Caroline Ardelet, Universities of Westminster and Paris](https://reader035.fdocuments.us/reader035/viewer/2022070520/58f9c1281a28abe2478b457b/html5/thumbnails/1.jpg)
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
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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)
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Carlsberg
…emotional benefits
…product quality benefits
…purchase intention and willingness to pay
Do sensory packaging always increase…
Flip Flop wines
Rom
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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
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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
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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)
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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)
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Carrot tangerines Umbrella
saladspens
parmesan
? ? ?Source : Morano, 2010
Chocolate coffin
How to facilitate pack-induced emotions integration – Story (1)
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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
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Multi sensory packaging
Eatable packsSmelling packs
SMELL
Eatable ads Virtuality
How to facilitate pack-induced emotions integration – Multisensory (2)
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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)