Sensory cues provide the basis for understanding how to design and develop products to achieve harmony with the brand promise. Traditional research techniques focus on maximising purchase interest, preferences, and liking, to guide the construction of the concept and product. However, delivering a holistic product experience starts with understanding which sensory cues signal to consumers an expectation and/or confirm the delivery of benefits promised by the brand and product positioning. This transformational shift in innovation research enabled Campbell's to build a positive, sustained emotional connection between the consumer and brand in the development and launch of My Goodness Soups. This presentation details the science, method, and the application of sensory cues.