Summer is already here and I literally don’t know anyone who doesn’t enjoy ice cream. Thinking about ice cream category communication you can argue that most of the time it is all about indulgence. You usually see ads with melting caramel close ups, mouthwatering slow motion pack shots and cracking chocolate sound effects to generate the impulse and the crave for ice cream.

As all of this takes place in the wonderful world of advertising, what happens in real life? Ice cream surely looks great, smells great and tastes great in real life, but is this what the whole product experience should be about? Could we involve all 5 senses in the tasting of a product? Continue reading “Succeeding a 5-Senses Product Experience” →