Can Tillamook Improve Their Advertisments by Involving More Senses?

A recent article from sciencedaily.com says yes.

Tillamook has taken unique approaches to advertising their cheese and other products, from clever commercials showing how much other products love Tillamook Cheese and kids and families sharing their love for Tillamook Ice-cream in testimonial style commercials, to driving around a just-barely-large-enough-for-one VW bus (that is very recognizable) across the country and setting up stations with cheese samples, games with prizes, and coupons for the various products Tillamook sells. But according to an article by Science Daily, a food corporation can enhance their selling power by appealing to all of the human senses when advertising instead of just one or two. For example, if Tillamook were to include in their commercials, the experience of the texture, smell, sight, and sound of unwrapping, opening, or peeling back the lid of a Tillamook product such as the yogurt cups, the cheese wrappers, or popping off the lid to a tub of Ice-cream and watching the over-filled contents burst over the edges, a consumer is more likely to try a product in order to satisfy their teased senses. Such tactics have been used by food companies you may be familiar with; Pringles uses the pop of their chip cans in their advertising to give consumers the experience of that fresh pop of the can and the smell being released as a result. From my own experience with that commercial, I could almost smell the chips when the can was popped. They also use the crunch of the chip and contrast the fact that their chips leave no grease on your fingers like other brands of chips might. York Peppermint Patty has also recently shown commercials where opening and biting into one of their candies gives a sensational experience of a cool chill resulting in goose-bumps, dilating eyes, and hair standing up on the skin. For those interested in experiencing such a sensation on a hot summers day, such a commercial can be quite convincing.

Why is appealing to all of the sense a more powerful and lasting approach on consumers? According to the article it is “Because taste is generated from multiple senses (smell, texture, sight, and sound), [so] ads mentioning these senses will have a significant impact on taste over ads mentioning taste alone[.]”

As I’ve watched Tillamook’s commercials and seen their ads on their website or Facebook, I’ve noticed that such an approach has not been used. Take a look at some of the commercials I’ve posted or head on over to their website and judge for yourself, but I’ve noticed that only a few sense are used, and what the article says stands out to me now. For example, Tillamook’s commercials advertising their cheese, shows the cheese not being eaten, unwrapped or even used! It stays in one spot and the only sense appealed to is sight. The Ice-cream commercials do a better job in that allowing consumers to share their experiences with Tillamook Ice-cream can open up the use of more senses. Consumers can talk about how it felt on their tongues (the texture), or describe how every time they open up a tub, the Ice-cream is over packed and starts to spill over the edge. They may also describe the smell of the berries (in some flavors) or the chocolate (in others). I believe those commercials get me more excited about Tillamook ice-cream than their commercials about their cheese get me excited about their cheese.

What do you think?

Check out the article found on the link below to read more about the study.

Taste Sensation: Ads Work Better If All Senses Are Involved.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s