What does your marketing taste like?

Liquorice, elder, rhubarb or chilli? These were the signature flavours for the Eurovision Song Contest 2013, when it decided to invest in sensory marketing.

This selection of flavours was developed by Swedish communication agency Foodism, which specialises in marketing through taste. The signature flavours for the song contest, which was held in the Swedish city of Malmö in 2013, were liquorice, elder, rhubarb and chilli.
“The flavours had to be typical for the region, Sweden and the Nordic area, while at the same time adding a new dimension to the event for the visitor. Liquorice represents the exotic Swedish flavour, elder and rhubarb the seasonal variations, spring and summer in the Nordic region. Chilli symbolises the heat of Malmö and the diversity, drive and commitment of the city,” explains Vanja Franzén, gastronome and one
of the founders of Foodism.

Tasty storytelling

These signature flavours were used in everything from pralines and sweets to the food and drink served during the Eurovision Song Contest.
“It was a challenge to find a range of flavours to serve as a common thread through all the various events during the week of the contest,” says Vanja Franzén.

And why taste, rather than smell?

“Taste and smell go together. If we can’t smell anything, we experience less flavour in what we eat and drink. We chose to concentrate on the sense of taste because we’re passionate about it. In Sweden we have a strong culture of taking a break over a cup of coffee, which creates plenty of opportunities to tell a story with the aid of food and drink.”

Who needs a taste profile?

“Anyone who wants to add more than just words and images to their brand. Culinary experiences are almost always associated with something positive, something you remember. And lots of companies organise events at which you offer both customers and employees something to eat.
“It’s also common for companies to have sweets bearing the company logo. But if the sweets taste the same everywhere, no one will associate the positive experience with your own particular brand.”

If everyone creates their own signature flavour – isn’t there a risk that in the end all flavours will be used up?

“That’s a very small risk. Flavours can be compared with how we use colours. It’s the different combinations that create unique blends.”