Green Tastes Like
Lemon Ice-Cream
In 2016 I gave a talk at the Cannes Lions called ‘Green Tastes Like Lemon Ice Cream: the Science of Sensory Branding.’ I had noticed an emerging body of research demonstrating how sensory cues - such as light, sound, scent, texture and colour - can affect how we think, feel and behave, often at a subconscious level. The result was this talk, urging brands to use these insights (and plain old ‘common sense’) to create experiences that are as sensorially rich and memorable as those we enjoy in our everyday lives.
The talk was organised into four main practices - Activate, Intensify, Evoke and Embody - and was accompanied with a goody bag containing such delights as sherbet lemons, sprigs of lavender, and a Terry’s Chocolate Orange, adding a touch of theatricality to a talk designed to educate and entertain.
The success of the talk led to a tour of clients and organizations in the UK and beyond, including Spotify, Hilton and the IAPI. Internally I became a multisensorial consultant, contributing research and ideas to dozens of pitches and live projects over several years, including exhibition work for both Ericsson and UKTI’s ‘GREAT’ campaign. Here I am speaking at a panel on human-sensing spaces, featuring myself and guests from UCL.