When we experience flavour it is a combination of both our taste and olfactory (smell) receptors being stimulated. This explains why it is hard to taste some foods when we have a cold as we are not getting the complete experience. Also as people age, they begin to lose their sense of smell and because taste is related to smell, they do not enjoy different food flavours as intensely.
Using the two senses of taste and smell together to promote a brand is a great way to create a stronger link to the brand through a more complete sensory experience.
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