Cultural-sensory synesthesia:

creating a mythical space-time as a tool for brand expression

Abstract

This article aims to analyze how the enacting of heterotopias and heterochrony by Magnum’s ice cream brand campaign “Find your Summer” helps to implement its cultural strategy. Through a semiotic analysis and an approach focused on Michel Serres’s random stroll (randonnée) and the exploration of five senses, the campaign’s aesthetic and metaphorical languages ​​are discussed: their contrapositions, sensations, parallels, inflections, and displacements. The conclusions indicate the creation of a mythical time-space that is experienced synesthetically by consumers, strengthening the brand’s cultural identity.