Air Up Builds Its Brand Around Multisensory Product Experience

Marketing Week's 'Why It Works' feature examines how Air Up, the scent-based drinking bottle brand, uses more than one sense in its product strategy. The piece argues that brands often focus on a single sense, while all five influence consumer behaviour. The source description is brief, so the full case study's specific tactics and results are not confirmed here.

Why it matters: Brand and product marketers can use Air Up's example to consider how sensory cues beyond sight, such as smell, shape how customers perceive taste and value.