Mid-Autumn Festival is a Chinese holiday when families get together to celebrate. Traditionally, a round, flavorful snack called a mooncake will be eaten or given as gifts. With autumn fast approaching, many ice cream franchises in China are releasing their specialty ice cream mooncakes for the season.

Although mooncakes are a classic treat, this year Iceason has introduced something outside of the box— a series of mooncakes that play music.
Customers will have a sensorial experience when they purchase these mooncakes. Firstly, the product has been specially designed to be pleasing to the sight and touch. When the customer opens the box, a song of their choosing will float to their ears, followed by the smell and the taste of the mooncakes themselves. 
By engaging all five senses, Iceason will build their brand equity in the minds of consumers. Research has shown that the more senses a brand can appeal to, the greater the brand experience will be. Consumer perceptions of the brand will also be enhanced by the sensorial experience. Iceason will be differentiated from competitors and build esteem with their consumers, not only during Mid-Autumn festival but all year round. (See our previous on Sensorial Branding.) By utilizing sensorial branding, Iceason will not only sell a lot of mooncakes, but will effectively build their brand.