We're all synesthetes.
Research demonstrates that yoghurt tastes sweeter on a white spoon than it does on a black spoon. Piano music smells fruity, while brass sound has a musky odour. But some comms work taps into our synesthete ability more effectively than others...
E.g. did you see this piece in Adweek on a recent Coke campaign (The Coca-Cola Company)?
#senses #food #foodmarketing #advertising #sonicbranding #communications #research #cocacola #synesthesia
(LinkedIn post 2019)