Sensory Branding

– Paddy’s Bathroom Case StudyVicki Hamilton | Associate Director, MMR Research Worldwide

MMR Research Worldwide

90% of our work

is in food and drink

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Brand

Commodity = Brand Equity–

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The last bastion of brand experience

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The last bastion of brand experience

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The answers to these questions = sensory branding

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‘Playful and gentle’Premium

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Paddy's bathroom Everyday gentle shampoo

Paddy's bathroom Foaming hair and body wash (Mango)

Paddy's bathroom Bubble bath

Paddy's bathroom Foaming hair + body wash

(Pineapple)

Paddy's bathroom Everyday light and non-greasy

conditioner

Paddy's bathroom Foaming hair + body mousse

Sweet, with

banana fruit esters

Sweet pineapple

esters

Sweet, with soapy notes

and red fruit esters

Soapy, cooked citrus

chemical notes

Slightly harsh orange

with some green

leafy characters

Chemical sweet with

citronella/lemon

balm notes

Soap bubbles

Lemon

Cooked citrus

Orange (zesty/peely)

Tangerine

Red fruitsGreen fruit

Almond

Ester/banana

Pineapple

Artificial fruit/flavour

Pink

BlueFloral perfume

Light floral/blossom

Lavender

Stale perfume

Powdery

Sweet

Vanilla

Chocolate

Toffee/fudge

Aromatic

Musk

HerbalMedicinal

Chemical

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Johnson's Baby bath and wash

Johnson's Moisture Rich Bath

Johnson's Bedtime baby bath

Johnson's Top to Toe Baby bath

Paddy's bathroom Everyday gentle shampoo

Paddy's bathroom Foaming hair and body wash (Mango)

Paddy's bathroom Bubble bath

Paddy's bathroom Foaming hair + body wash

(Pineapple)

Paddy's bathroom Everyday light and non-greasy

conditioner

Paddy's bathroom Foaming hair + body mousse

Johnson's Moisturising Baby bath

Johnson's Baby bath Dream Catcher

Poudre

Marshmallow Cloud

Fluffy Towels

Powder Musk

Iris Amber

Soft & Cuddly

Chemical soap

bubbles, stale

perfume, harsh

Chemical, soapy,

stale perfume,

Harsh, powdery,

sweet soapy

Sweet, slightly

chemical soapy,

slightly powdery

Sweet soapy, green

fruit character

Floral, chemical

perfumed soap,

slightly harsh

Soap bubbles

Lemon

Cooked citrus

Orange (zesty/peely)

Tangerine

Red fruitsGreen fruit

Almond

Ester/banana

Pineapple

Artificial fruit/flavour

Pink

BlueFloral perfume

Light floral/blossom

Lavender

Stale perfume

Powdery

Sweet

Vanilla

Chocolate

Toffee/fudge

Aromatic

Musk

HerbalMedicinal

Chemical

Johnson's Baby bath and wash

Johnson's Moisture Rich Bath

Johnson's Bedtime baby bath

Johnson's Top to Toe Baby bath

Paddy's bathroom Everyday gentle shampoo

Paddy's bathroom Foaming hair and body wash (Mango)

Paddy's bathroom Bubble bath

Paddy's bathroom Foaming hair + body wash

(Pineapple)

Paddy's bathroom Everyday light and non-greasy

conditioner

Paddy's bathroom Foaming hair + body mousse

Johnson's Moisturising Baby bath

Johnson's Baby bath Dream Catcher

Poudre

Marshmallow Cloud

Fluffy Towels

Powder Musk

Iris Amber

Soft & Cuddly

Chemical soap

bubbles, stale

perfume, harsh

Chemical, soapy,

stale perfume,

Harsh, powdery,

sweet soapy

Sweet, slightly

chemical soapy,

slightly powdery

Sweet soapy, green

fruit character

Floral, chemical

perfumed soap,

slightly harsh

Soap bubbles

Lemon

Cooked citrus

Orange (zesty/peely)

Tangerine

Red fruitsGreen fruit

Almond

Ester/banana

Pineapple

Artificial fruit/flavour

Pink

BlueFloral perfume

Light floral/blossom

Lavender

Stale perfume

Powdery

Sweet

Vanilla

Chocolate

Toffee/fudge

Aromatic

Musk

HerbalMedicinal

Chemical

Competitor baby

bath and wash

Competitor bedtime

baby bath

Competitor moisture

bubble bath

Competitor moisture baby

bath

Competitor baby bath

Competitor ‘other’

baby bath

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‘Playful and gentle’Premium

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Surface texture

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‘Playful and gentle’Premium

MMR Research WorldwideStand RP31