Solaris Sparkling Water Explores Multi-Sensory Ads with Haptic Feedback

Solaris Sparkling Water has launched a new global digital campaign, developed in collaboration with Wieden+Kennedy, that focuses on multi-sensory engagement through ASMR-like audio and subtle haptic feedback. This initiative represents a deliberate move beyond purely visual storytelling in digital advertising, aiming for a more immersive user experience.

The campaign's core strategy addresses the challenge of declining attention spans in crowded social feeds. By engaging not just sight and sound but also touch, Solaris seeks to create a more memorable and visceral connection with consumers, distinguishing its message in environments dominated by rapid scrolling.

What actually shipped

The campaign features a series of 15-second vertical video spots, meticulously designed for platforms like TikTok and Instagram. Each spot combines crisp audio cues—such as the distinct fizz of bubbles or the gentle clink of ice—with synchronized haptic patterns delivered through smartphone vibration. The goal is to provide a physical sensation that complements the auditory and visual elements, creating a richer, more immediate sensory experience for the viewer.

This approach builds on existing trends in sensory marketing, particularly the popularity of ASMR content, but significantly extends it by incorporating haptic technology directly into the ad creative. While many brands experiment with compelling visuals or sound design, the integration of touch aims to elevate passive viewing into a more active, felt experience, aligning with the platform's native interaction models.

"We wanted to move past passive viewing. The goal was to create something that users didn't just see, but felt and heard, almost instinctively, as they scrolled."

The strategy suggests a refinement in how brands define and measure "engagement" in digital spaces. It implies a shift from metrics solely focused on clicks or views to a consideration of deeper, more embodied connections. This also signals a higher bar for creative production, demanding specialized expertise in audio engineering and haptic design beyond standard video editing.

What comes next

The advertising industry will closely observe whether this multi-sensory approach translates into tangible uplifts in brand recall, sentiment, or purchase intent, beyond initial novelty. Expect more brands, particularly in the CPG and luxury sectors, to explore similar sensory-rich creative assets. The primary challenges will involve scaling production for diverse markets and ensuring consistent technical execution across the fragmented landscape of mobile devices and their varying haptic capabilities.