We're seeing a rise in multisensory marketing, whereby more of the senses—sometimes all five simultaneously—are recruited to sell a product. Hotel chains have signature scents; Starbucks has soundtracks to complement the flavor of its coffee. In the past most marketing passed through the aural and visual channels, and the other senses were neglected. Now the idea is that, with so much competition for consumers' attention, no sense should be left unturned.
Source: Cultural synesthesia in marketing: Tiffany, Cadbury, and Corona use multiple senses. - Slate Magazine
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