As you all know I am doing my project on brand loyalty. I have been receiving some wonderful responses in my quest to collect people’s answers as to WHY they are brand loyal. But in the interim I have also been doing a lot of research into the psychology behind brand loyalty. The majority of the studies that have been conducted all lead to one major conclusion: brand loyalty is highly connected to our five senses. Our minds are both emotional and rational, yet our purchasing decisions typically do not reflect the choices of our rational mind. Mind you I said typically. There are a handful of people out there that purchase with their rational mind. But, as you may have guessed, there are just as many people out there that think they are purchasing out of rationality but are actually purchasing something based on a really great marketing campaign that stuck with you subconsciously.
So, considering brand loyalty and how a marketing/ad campaign can use the five senses to initiate consumer loyalty and purchasing, I direct you to Skittles new viral ad campaign on YouTube. They took their slogan “taste the rainbow” and altered that first sense—taste—and changed it to “touch”. Their “Touch the rainbow campaign” is amazing and brilliant. In the first 3 days the Skittles Touch Series racked up nearly 1 million hits. Check it out: Personally my favorite is the “skittles touch: cage cop” but the “cat” one is pretty damn good too… Enjoy!
(Here’s a link if the videos don’t show up: http://www.youtube.com/skittlespage )