Senses Cue Brand Recognition

Does a chocolate claiming to induce euphoria have the right idea? Or is sensory marketing just another passing fad?

Orgasmic Chocolates, the brain (or perhaps love) child of two budding UK entrepreneurs, is a new luxury chocolate infused with "wildcrafted" Chinese herbs, which its owners hope will be the next big thing in chocolate indulgence. Leaving to one side what must surely be the rashest brand promise ever made, Orgasmic Chocolates — which claims to induce feelings of "well being, relaxation, and euphoria" in those who indulge — stretches to the extreme the fashion for enveloping consumers in "a sensory experience." But strip away the mystique and what does sensory marketing amount to: another faddish craze or the essence of brand appeal?

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