Sensory marketing are techniques that are used to reach your customer’s senses and influence their behavior based on how your brand and marketing materials make them feel.
Camden BRI examine how and when businesses must substantiate sensory claims made in food product marketing in their white paper entitled “Sensory claims substantiation: an overview” which is free to download from their website.
A sensory claim is a ‘statement about a product that highlights its advantages, sensory or perceptual attributes, or product changes or differences compared to other products in order to enhance its marketability’ (ASTM International, 2016). Some businesses use them as an alternative to health or nutritional claims.
It looks at the differences between comparative and non-comparative claims. Comparative claims are made when comparing to other brands – “as good as” or “better than”. Non-comparative claims involve terms like “creamy flavour” or “luxurious taste”.
Businesses are less likely to have to substantiate non-comparative claims.
The white paper looks at the routes that businesses have to take to substantiate comparative sensory claims to the advertising standards agency. These include laboratory analysis, consumer research, panel analysis.
Some terms used in non-comparative analysis must also be used with care e.g. ‘pure’, ‘fresh’, ‘natural’, ‘original’, ‘traditional’ and ‘authentic’.
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