... (say) mass produced sushi into the finest such delicacy money can buy.
According to Oxford University experimental psychologist Charles Spence, the mere sight of exotic food or a fine cognac, when harnessed to a virtual reality headset, can simulate the experience of ingesting it - at a fraction of the cost of the real McCoy.
Among Mr Spence's bluechip clients are Unilever, McDonald's, Kraft, Procter & Gamble, Toyota, BMW, Mars, Nestlé, Starbucks and LG Electronics.
The psychologist has just entered into a venture with WPP Group agency JWT and will act as that agency's head of sensory marketing, working with it's global clients.
Speaking at Advertising Week Europe in London, Spence discussed opportunities for marketers to use sensory marketing.
Manipulating the senses, and the way those senses communicate with each other, has long been used to enhance a product's appeal, but technology offers new ways for brands to interact with consumers.
Food and drink are naturally at the forefront of sensory marketing, but the focus is not just on taste and smell.
The crunch of Pringles is no accident – it is the product of nuanced research, where consumers were fitted with headphones and given a variety of "crunch" noises as they bite on chips. Their responses to the taste were affected by the sounds they heard as they munched.
Courvoisier cognac has developed a whole marketing program called 'Le Nez de Courvoisier' to exploit the various tastes and aromas of the brand.
An app and a website provide soundtracks to enhance the experience of drinking Courvoisier.
If you like the candied orange flavor, for example, you listen to a particular track to bring out that taste, and there are others for fans of crème brulée or ginger biscuits.
While for garment advertising, says Spence, "You can change the soundtrack according to what [clothing] you're trying on. Using winter music or sounds when you've got a coat, or sunnier sounds if you're trying on beachwear."
Read the original unabridged AdAge article.