Amstel’s 'Hold My Beer’ ad captures the essence of the brand’s premium heritage to win over the Russian market. Consumers want brands that feel relatable and that can connect with them with values as strong as friendship, and especially when done in a funny and touching way.

From the powerful roar of an engine, to the ‘snap, crackle, pop’ of a breakfast cereal, marketing campaigns that appeal to people’s senses often win big with customers. Now, research has found that different types of sensory experiences have varying effects on our purchasing behaviour.

When it comes to food, it’s all about flavour – right? Canvas8 spoke to Charles Spence, the psychologist behind ‘gastrophysics’, to discover how all senses impact on how we taste and to find out how brands are using packaging, colour and sound to radically alter our flavour experiences.

While many Gen Yers may be moderating their alcohol consumption, they’re not cooped up at home. Through its alcohol-infused pastilles, London-based Smith & Sinclair is catering to a thirst for novelty and experience by challenging perceptions of how booze should be consumed.