Sensory claims provide a compelling way to highlight points of difference between your product against competitors, increasing product stand-out in saturated markets.

Sensory claims are sometimes more trustworthy and verifiable by consumers than other types of claims as sensory consumer and panel research is the most reliable way to substantiate sensory communication.

Approach

CLT’s across four major regions of the US were conducted amongst consumers who regularly eat burgers with ketchup at least twice a week. Utilising blind paired preference tests, the client’s ketchup brand was assessed versus the market leader.

Outcome

Favourable results from the consumer research enabled the client to claim that their product was “the ketchup taste consumers prefer on their burger” in print and television advertisements.