In 1998, VW redesigned its beetle for a new market of consumers. Excerpts from their advertising campaign included key words such as "laugh," "smile."...What separated the bug from the rest of its class was its color. Buying the bug meant buying into a lifestyle filled with laughter and smiles. The campaign for iMac was similar. Assigning names to their colors--such as "blueberry," "strawberry, " "lime," and "grape," made their products cross the sensory line. Now something visual, like color, was associated with another sense: taste.