How Dove Created a Massive Sensorial Experience Through Body Wash

I interviewed the team at Studio Resonate of SXM Media on the Sound In Marketing Podcast about their recent campaign with Dove. Dove wanted to come up with something for their Dove Mango & Almond Butter bath and body wash collection that explored a more sensorial experience.

The result. The Tropical Moods SoundEscape. A playlist of tropical themed musical ambience to listen to while soaking in your tub. The playlist was purposely created to last “the length of your bath” so that you could experience it in its entirety. The idea was to have a Sound Escape during a time when none of us could physically escape to a tropical getaway.

With the Tropical Moods Soundscape, you can “escape” in the comfort of your own bathtub.

To some, this may not be impressive. “So Dove has a music playlist for me to listen to in my bath. So what?” Well dear readers, read on and I’ll explain.

What Dove has done here has created a sensorial perspective that explores not just one or two of the senses but 4. Look it up. This does not happen very often (or at all) in marketing campaigns. With the assistance of the playlist you TOUCH the bubbles and the water, you SMELL the aroma of mango and almond butter, you SEE the packaging as well as what the mixture produces in the bath, you HEAR the carefully curated sounds of the tropics, and (potentially) you TASTE whatever water and bubbles may have made their way accidentally into your mouth.

To read Studio Resonate’s full write up on the project experience, click here.

As humans, we are sensorial creatures. Unless we have an impediment in one or more of our senses, we experience ALL of our senses in ONE experience every time. Don’t believe me? Think about your experience right now.

You SEE the words on this page, you TOUCH your mouse as you scroll down, you HEAR the sounds of the environment you are in (ex. I hear the sound of cars outside my window), you TASTE whatever drink you’ve last drunk or food you’ve last ate (admit it, I’m right), and you SMELL the aroma within your environment (ex. I smell the coffee in front of me).

A true human experience involves all five senses in one way or another.

So with that being said, I hope that you will pay attention that much closer to your brand marketing, if not just to your day in general. What are you experiencing? What are others experiencing through your brand marketing? How can you best assist in your consumers sensorial perspective? Because if you do it right, you create a brand awareness that can’t be beat.

To learn more about me and my research in sound in marketing, go to www.SoundInMarketing.com. If you are a brand and you are looking to create a sound experience or need a consultation on sound strategy, go to www.DreamrProductions.com and let’s chat further.

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Let’s Make Sound On Purpose.