I was sitting in my Advertising lecture, writing with a free ballpoint.

Suddenly, I had the urge to doodle with a gel ink pen.

The smell of Mackers wafted through the air. It filled my entire nasal cavity and seeped down into my stomach. Must be the (rather good looking) boys behind me eating fries. It wasn’t Hungry Jacks, it wasn’t KFC, it was McDonalds, OK. A special childhood smell.

Then this weird sensation came over me, this semi-thought, semi-taste, semi-feeling; that surely the ink in gel pens must taste like rich ketchup.

Dr Bagust talking about the meanings we attach to branded objects beyond their utility value must have contributed to that somehow.