The reason why Coke tastes better out of a glass bottle

  • Opinion
  • May 26, 2016
  • Andrew Lewis
The reason why Coke tastes better out of a glass bottle

Likewise a beer served in a frosty glass, in a cool bar, with some nice tunes, in the sun, is better than the exact same beer, minus one or more of those conditions. 

We have all probably felt this idea from time to time, in some situation or other - the sense that identical products can be experienced differently in differing contexts. And while the differences can feel very real, we’ve probably also tended to think of these differences as quite irrational ideas, figments of our imagination, fuelled by marketing nonsense, willing us towards foolishly parting with our money unnecessarily.

Well, it turns out you should trust your gut. The differences are real and science has proven this to be the case in strange but predictable ways.

Charles Spence is a professor of experimental psychology at Oxford University, and across a range of experiments he has shown how much our perceptions of food can differ hugely depending on context. Strawberry mousse tastes 10 percent sweeter when served from a white container rather than a black container; adding 70g of weight to a yoghurt pot makes the yoghurt seem 25 percent more filling; changing the music people were listening to while drinking Welsh ale from tinkling xylophones to deep organs changed the taste of the beer from creamy and sweet to dry and bitter.

Crazy stuff, right? How can music fundamentally change the flavour profile of beer? Well, it all comes back to the idea of cross-modal perception. Essentially, our senses do not work as independently as we’d like to think, and what we believe to be a response to a sense, such as taste, is actually being driven extensively by our other senses. 

This is of course powerful stuff for marketers. Where it must lead us is to a conclusion that it is everything to do with a product or experience that creates the sensation people feel toward it, not just the bits we intend or control, and certainly not the essential product or service itself. 

And I’m sure most of us would snort with bemusement and say that this is, at least intuitively, long-known stuff. Of course we know that context is important – retailers have been messing with music and lighting for years. Yet while we all acknowledge the idea at some level, I’m not sure we really embrace what this means in a big way. I am not sure we really believe that this stuff is as important as it is, or, as marketers, consider what this could really mean at a macro level for what we do.

How often when evaluating a service concept, or considering how we optimise the journey a customer takes, do we consider the senses in what we are building? More often than not we are focused on ideas, messages and functional elements of a product or service, leaving the details of execution to chance and the intuition of partners as diverse as architects, store managers, developers and call centre representatives. Sometimes things come together well, but it’s hard to imagine that we are optimising for the customer’s cross-modal perceptions in most circumstances.

The empirical truth, as proven by scientists like Charles Spence, is that it’s everything around our product or service that matter. That simple changes to how we present what we do have huge power to add value to what people take away from it. And the logical conclusion of this too, is that what is at the heart of things — the core service or product we are constructing — must matter a little less than what we think. 

Being customer-centric as a business, ultimately, is about changing our mindset from a focus on the service we are providing, to a focus on the experience that is created, and in embracing this shift, we must leave behind our internal boundaries and priorities that we place on product and service, and embrace the much more messy borderless definition adhered to by the customer.

It’s everything else that matters. 

Andrew Lewis is the managing director of TRA ( This article first appeared in the March/April edition of NZ Marketing magazine.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Outgoing Spark CEO Simon Moutter talks transformation, diversity and leaving a legacy beyond just metrics

  • News
  • July 11, 2019
  • Elly Strang
Outgoing Spark CEO Simon Moutter talks transformation, diversity and leaving a legacy beyond just metrics

Simon Moutter has just wrapped up a seven-year tenure at telecommunications company Spark. Under his rein, the changes the company has gone through are nothing short of radical, from its name (Telecom to Spark), to its operating model (traditional to agile), to its culture (publicly called out to inclusive) to its structure (one monopoly brand to many). Here, Moutter has a candid chat about his journey as CEO, the company's push to be a more diverse and inclusive workplace and how one of his biggest lessons learned was he couldn’t solve a cultural issue with processes and strategy.

Read more

Sephora on Queen Street announced for July opening

  • News
  • July 11, 2019
  • Courtney Devereux
Sephora on Queen Street announced for July opening

Three years after launching online into New Zealand in 2016, French beauty chain Sephora is ready to commit to bricks and mortar. Now, the beauty store is set to open its three level flagship on Queen Street come July 20.

Read more

Kiwi manufacturing cements itself on home shores with latest acquisition

  • News
  • July 11, 2019
  • Courtney Devereux
Kiwi manufacturing cements itself on home shores with latest acquisition

New Zealand based manufacturing has seen success as Cactus Outdoor, a Kiwi owned manufacturing brand, has acquired Albion Clothing Limited. The two manufacture companies will combine to create some of the most used and robust clothing supplied in New Zealand.

Read more

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

New Zealand’s first Lego store announced

  • News
  • July 10, 2019
  • The Register team
New Zealand’s first Lego store announced

New Zealand has many stores which stock Lego, but it’s now been announced that New Zealand’s first Lego certified store will open in Auckland later this year.

Read more

Christchurch curtain retailer Millers Home clocks up 95 years in business

  • News
  • July 10, 2019
  • Sarah Dunn
Christchurch curtain retailer Millers Home clocks up 95 years in business

Family-owned and operated Christchurch retailer Millers Home has been providing curtains, blinds and accessories to South Island customers since 1924. We asked Jill Miller what their secret is.

Read more

Pre to re-loved: Little Outfitters takes big steps towards a circular approach

  • News
  • July 9, 2019
  • Courtney Devereux
Pre to re-loved: Little Outfitters takes big steps towards a circular approach

It’s not news that consumers are becoming more conscious in the way they shop. Second hand market places are having a moment as people opt out of fast fashion more and more. Now, Little Outfitters, the latest pre-loved marketplace has launched to target the fastest fashion users of all; growing children.

Read more
Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit