Within 15 years, we will be able to taste and smell movies while we watch them, according to Charles Spence, an academic at Oxford University. Collaborating with blu eCigs, a competitor of BAT’s Vype e-cigarettes, Professor Spence created a ‘sensory cinema’ experiment in north London; some were vapours inhaled through e-cigarettes, while others were food and drink that the audience were prompted to consume at certain moments.

Multi-sensory experiences are a big trend and can make the brand experience more effective and memorable for the consumer. Research shows that sensory stimuli such as flavours, aromas and physical sensations can have a direct emotional response to what we see. With emotion being the most important aspect of the customer experience, let’s think about how multi-sensory experiences could work for our brands!