More sensory branding

Another great example of sensory branding, this time from Roche - the world's largest cancer-treating drug company - and McCann Erickson Portugal.

Breast cancer is the cancer with the highest incidence in Portugal. 4,500 new cases are detected annually and the death rate is one of the highest in Europe. The marketing challenge was to "create a simple, low-cost action that would raise awareness of the importance of self-examination".

The innovative solution was to distribute 50,000 stress balls with a stone inside, designed to simulate a lump. Each ball featured the tagline: "You don't see breast cancer. You feel it. Do the self-exam.", and was accompanied by a 'how to self-examine' leaflet.


The balls were distrubuted to women on the street, in the workplace, in hospitals and at theme-related events. And the results? A 22% increase in mammograms and a 28% increase in hospital visits.

The smell of summer

It seems very apt that we've come across this little gem on what might be Scotland's first (and probably last) day of summer.




It really does beg the question: why is 80% of all brand communication audio or visual?

Exit polls showed a 515% higher rate of recall versus the same ad shown without the scent. Pretty impressive results, especially with ad recall at an all-time low.

Sensory branding has been around for a while, but it's never really taken off in a big way. We only have two eyes and two ears, but we have ten fingers and toes and over 2,000 tastebuds - maybe it's time we started acting like it?

PS Thanks to psfk.com's Media Arts Mondays for the tip off.