AXE

AXE

Creating a multisensory brand world

Creating a multisensory brand world

Services: Strategy  |  Research  |  Guidelines

Services: Strategy  |  Research  |  Guidelines

CREATING A MULTISENSORY BRAND WORLD

Condiment Junkie instrumentally helped us uncover our full potential by developing a multisensorial approach to how we innovate – from our packs to our products and even our advertising campaigns.

Condiment Junkie instrumentally helped us uncover our full potential by developing a multisensorial approach to how we innovate – from our packs to our products & even our advertising campaigns.

Amit Arora & Michael Coden

Design Manager, Unilever R&D & Senior Global Marketing Manager, AXE


FIVE SENSES TUNED IN ONE DIRECTION

At Condiment Junkie we create multisensory guidelines, which demonstrate how to deliver the brand world
through engaging all the senses.

Working with AXE’s R&D and Global brand teams, we
defined the key emotional and functional attributes that consumers should feel when they interact with the brand.
AXE’s positioning is about confidence and individuality.
The product is about keeping you fresh all day.

At Condiment Junkie we create multisensory guidelines, which demonstrate how to deliver the brand world through engaging all the senses.

Working with AXE’s R&D and Global brand teams, we defined the key emotional and functional attributes that consumers should feel when they interact with the brand. AXE’s positioning is about confidence and individuality. The product is about keeping you fresh all day.

We carry out research into what sensory cues will communicate these attributes and at what touchpoints you need to dial things up or down. Through our research, we’re able to scientifically prove how to evoke and enhance the brand and product instinctually. How to trigger all the senses in harmony; each sense enhancing the other.

For instance – touching a rough texture while smelling a masculine aroma improves consumer ratings of the aroma*– so the button on the can should have texture – not smooth. *(Krishna, Elder & Caldara, 2010)

axe masculine

FROM IDEAS TO ACTIONS

We craft the insights from the research into an easy to use multisensory guideline that ensures global consistency and maximum design effectiveness for the brand, as well as providing inspirational examples. They’re used for everything from product concept and formulation to packaging, comms, advertising and beyond.

Condiment Junkie’s ability to correlate brand and R&D with scientific research has enabled us to make more informed decisions on the brand across all the senses.

Amit Arora & Michael Coden

axe_findyourmagic

BRAND-IN-A-BOX

A multisensory brand needs to come to life in a multisensory way. The final manifestation is a brand in a box which includes sounds, videos; materials to touch, aromas to smell; different mechanisms and formulations to feel. By opening the box you are immersed in the sensory world of the brand.

AXE’s new positioning, advertising campaign, and a totally new deodorant product are testament to the power of this valuable piece of work.

 

A multisensory brand needs to come to life in a multisensory way. The final manifestation is a brand in a box which includes sounds, videos; materials to touch, aromas to smell; different mechanisms and formulations to feel. By opening the box you are immersed in the sensory world of the brand.

AXE’s new positioning, advertising campaign, and a totally new deodorant product are testament to the power of this valuable piece of work.

 

axe imagegrid
Next project TUI

A playground for the senses -
immersive sensory pods at a
luxury spa resort.

 

GET IN TOUCH

GET IN TOUCH

Intrigued? If you’d like to find out more about what we do and how we can work with you, please drop us an email or call us.

+44 (0) 203 6270 621
10 Marshalsea Road, London, SE1 1HL
listen@condimentjunkie.co.uk