 Brands must think in a more innovative way in order to effectively engage and connect with consumers, to remain competitive and stand out from their competitors.A strategy that is becoming more researched and used by marketing teams is the use of sensory cues in advertising and marketing.There is an increased awareness in the emotional effect of marketing through advertising, branding, product experience and packaging this emotional effect often takes advantage of the non-conscious shopper during the consumer decision making process, manipulating the consumer without them realising.