The advertising world is evolving, and brands are no longer just targeting us—they’re targeting our furry friends too. Yes, you read that right. Sensory marketing, once the domain of human-centric campaigns, is now sniffing its way into the pet industry. But let’s be real: when you’re marketing to dogs, you’re still targeting their owners. So, how do you create a campaign that appeals to both? And what does it mean when animals are increasingly humanised in advertising? Let’s dive in.

Rhode: A Feast for the Senses

Rhode Skin has taken sensory marketing to a whole new level by bridging the gap between skincare and food. Their product names, like Glazing Milk, Cinnamon Roll Lip Treatment, and Vanilla Cake Lip Treatment, are a sensory delight. But it’s not just about the names; it’s about the experience. The brand’s content is a visual and emotional feast, with textures, colours, and scents that evoke the comfort of your favourite desserts. Rhode doesn’t just sell skincare; they sell a lifestyle, one that’s indulgent, relatable, and Instagram-ready.

During the Strawberry Makeup Trend craze, Rhode Skin didn’t just ride the wave they owned it. Founder Hailey Bieber, a pioneer of the trend, launched the Strawberry Peptide Lip Treatment and even collaborated with Krispy Kreme. This wasn’t just a product launch; it was a multi-sensory event that tapped into the cultural zeitgeist. By blending food and beauty, Rhode created a campaign that was as delicious as it was effective.

Luxury & Lifestyle: Crafting Immersive Experiences for Human Brands

Jacquemus is making waves in the sensory marketing space. Not only does the brand captivate its audience with bold colours and playful textures, but it has also taken a literal approach to food sensory marketing. Last year, for a Galerie Lafayette event and in-store activations, Jacquemus sent out an encased piece of toast, complete with a butter knife and a dollop of butter all imprinted with the brand logo.

Where High Fashion Meets a Trendy Greasy Spoon

Perhaps the most striking example is the collaboration between Burberry and Normans Café.  A “wanna-be” greasy spoon. Burberry’s refined craftsmanship and iconic style create a backdrop that feels almost otherworldly when juxtaposed against the casual, down-to-earth atmosphere of Normans Café. This isn’t just a meeting of opposites, it’s a deliberate fusion that highlights the best of both realms. While Burberry elevates the sensory experience with its sophisticated textures and heritage, Normans Café injects a playful, accessible vibe reminiscent of your favourite neighbourhood eatery. It’s a setting where the aroma of freshly brewed coffee mingles with hints of luxury, inviting patrons to indulge in a multisensory journey that’s both aspirational and relatable. 

Dogs Don’t Have Credit Cards

Let’s face it: dogs don’t have credit cards. When you’re marketing to pets, you’re really marketing to their owners. But that doesn’t mean you can ignore the furry audience entirely. Take the rise of pet-centric brands like BarkBox or Lily’s Kitchen. Their campaigns don’t just appeal to pet owners; they speak to pets. From the crinkle of a treat bag to the vibrant colours of a toy, these brands understand that sensory cues are just as important for animals as they are for humans.

The Rise of Animal Humanisation

We’ve all seen it: dogs wearing sunglasses, cats sipping lattes, and rabbits rocking tiny hats. The humanisation of animals is everywhere, and it’s not just cute, it’s a marketing goldmine. By anthropomorphising pets, brands create a deeper emotional connection with their owners. After all, if your dog looks like they’re living their best life in a Burberry trench coat, you’re more likely to buy it for them (and post it on social media).

*We would like to inform you that at MBC, we firmly oppose animal humanisation. We believe that animals are perfect just the way they are, without the need for sunglasses.*

But what does this look like in practice? Imagine a campaign for a luxury dog bed. The sensory elements are key: the plush texture, the calming colours.

But the ad itself? It’s not just about the bed. It’s about the lifestyle. Picture a golden retriever lounging in a stately manor, wearing a silk robe, and sipping (okay, lapping) from a gold bowl. The message is clear: this isn’t just a bed; it’s a statement. And while your dog might not care about the brand, you do.

What Would a Pet-Centric Sensory Campaign Look Like?

Let’s get creative. Imagine a campaign for a high-end pet food brand. The ad opens with a close-up of a dog’s nose twitching as the scent of roasted chicken wafts through the air. Cut to a slow-motion shot of the dog bounding through a field of wildflowers, their fur glistening in the sunlight. The tagline? “Because they deserve the best.”

The campaign doesn’t stop at the ad. It’s a multi-sensory experience. The packaging features a QR code that, when scanned, plays the sound of a dog happily munching on kibble. The website includes a “sniff test” feature, where owners can input their dog’s favourite smells to find the perfect flavour. And at pop-up events, dogs can sample the food while their owners sip on complimentary coffee (because let’s be real, you’re not leaving the house without your doggie).

The result? A campaign that appeals to both dogs and their owners, blending sensory marketing with the humanisation of animals to create something truly unforgettable.

The Big Question: Will It Work?

The short answer? Yes. But only if it’s done right. Sensory marketing for pets is a fine line to walk. Too much focus on the animal, and you risk alienating the owner. Too much focus on the owner, and you lose the magic of connecting with the pet. The key is balance, creating a campaign that speaks to both audiences in a way that feels authentic and engaging.

Final Thoughts

The rise of sensory marketing and the humanisation of animals is more than just a trend, it’s a reflection of how brands are evolving to meet the needs of modern consumers (and their pets). By blending sensory cues with emotional storytelling, brands can create campaigns that appeal to both humans and animals, forging deeper connections and driving engagement.

If you’d like to create a sensory marketing campaign with animals and pets do get in touch, we’d love to hear your ideas – hello@wearembc.com