Power of the Senses

The media landscape is beyond crowded. It’s like every company out there is yelling in a packed stadium, all trying to get a few thousand people to look their way. In the US, we’ve flooded consumers with 380 billion dollars worth of ads this year alone. But guess what? Consumers aren’t listening anymore. They’re tuning out, scrolling past, ignoring ads left and right. It’s called ad blindness, and it’s real. People have become immune.

So, what do companies do?  One of the questions we are asked constantly at Chemist Media is, “How much more do we have to spend to get noticed?” Wrong question. Spending more just makes you another loud voice in the crowd. The real question is this: How do you make people care? How do you break through that ad immunity? That’s what we focus on—cutting through the noise, creating experiences that don’t just make people look, but actually make them care.

If you want to make an impact, the answer isn’t to spend more. It’s in spending smarter.

Studies show that multisensory campaigns spark real interest and create emotional connections, which is where brand loyalty lives. When you go beyond the basics and hit more senses, people don’t just see your ad; they engage with it. And that’s where trust, loyalty, and, yeah, more sales, come from.

Want your brand to actually get noticed? Easy. Engage more senses. If you can make people feel your brand, you’re no longer part of the clutter. You’re the experience they remember when it matters most.

Here are a few spitball examples of how you can do that:

Visuals & Sounds

• Digital: Digital ads are a start, but add sound, and now we’re talking. Try immersive video with rich soundscapes or use haptic feedback in mobile—now they’re not just seeing your ad; they’re feeling it.

• Broadcast: TV and radio are classic powerhouses for a reason. TV ads can create the perfect mood with visuals and sound; radio nails ambiance with details like the crackling of a fire for winter. It’s simple but visceral, and extremely powerful.

• OOH: Digital billboards with motion and sound bring ads to life. Imagine audio that syncs with motion as people walk by—a live brand experience they can’t just skip.

• Print: Print ads get a bad rap, but they’re still powerful when done right. Use bold colors, glossy finishes, or textures, and suddenly a page isn’t just a page. It’s a sensory invitation.

Scent & Memory

• Digital: We don’t have digital scents (yet), but imagery and warm colors can create scent memories. A coffee ad with warm, earthy hues and “brewed fresh” text? They’re practically smelling it.

• Broadcast: Audio ads can do scent, too. A “minty fresh splash” or “lavender fields” goes beyond words—it’s sensory recall generated by the consumer, FOR YOU!

• OOH: Billboards can use scents to make an impact. Imagine a floral shop ad that actually releases a floral scent. That’s next-level brand memory.

• Print: Scented print ads for perfumes, foods—scratch-and-sniff still grabs attention. It’s not just visual; it’s interactive, making them remember and experience.

Touch & Texture

• Digital: Use mobile haptics to simulate touch. An ad for fabric with subtle vibration? It’s small but memorable, taking digital beyond just sight.

• Broadcast: Not exactly touchable, but language can do a lot. Describing something “soft as silk” or “crunchy” creates a tactile feel in the mind. Nails on a chalk board, anyone?

• OOH: Textured OOH ads are genius. Textures on car ads, soft fabrics, rugged outdoor gear—people feel the brand as they’re engaging with it.

• Print: Use texture in print. A sports ad with rubberized elements, or outdoor gear with a rough texture, creates an ad you feel, not just see.

Taste & Craving

• Digital: Taste isn’t digital yet, but visuals and language can create the craving. Show high-quality food imagery, and words like “crispy” or “juicy” do the rest.

• Broadcast: Words on TV and radio can convey taste. Phrases like “refreshing citrus burst” make listeners actually taste it in their minds.

• OOH: Sampling stations in busy spots are unbeatable. Let people taste your product directly—it creates an instant, powerful brand connection.

• Print: Language and imagery in print bring taste to life. A magazine ad for barbecue sauce with words like “smoky” and “tangy” triggers taste memories.

Thanks for reading.  We hope we’ve  explained this well enough so you can do more than just, “get the picture.”

Next time you’re designing a campaign, ask yourself: How many senses am I hitting? When you bring more senses into play, you’re not just creating an ad. You’re creating an experience, a memory, a connection. And that’s what keeps your brand top of mind.

We have 5 senses.  Use them.

…Trust us – we have a 6th sense for this sort of thing.