London set to enjoy a Multi-sensory New Year

Vodafone joined forces with Bompas & Parr and the Mayor of London to create the first multi-sensory New Years Eve in history. Attendees of the famous firework display on the River Thames will be surprised by peach flavoured snow, edible banana confetti rain, floating orange bubbles and the fireworks itself, that are supposed to have fruity smells and taste.

On top of this fruity NYE mix there is a mobile app that will allow people to watch the show in real-time through augmented reality.

Scent is an incredible tool for brands to explore more deeply: it is directly connected to memories and approximately 75% of the emotions generated by humans are affected by smell. So stimulating the senses is definitely a strong way to create stronger emotional engagement and be remembered.

So in the spirit of the season, Brand Genetics wishes everyone a sweet smelling Christmas and a delicious New Year.