Suntory Hall is often filled with sounds made by classical instruments, but Suntory challenged itself to create a brand new 'Glassical Instrument.' Using a drinking glass, liquid and a music note-shaped ice cube, the beverage brand created a whole new way to create a symphony of sounds.
With help from a legendary composer, a new musical composition was created to change the perspective of classical music. As well as introducing the 'Glassical Concert' in the form of a video, an annual event at Suntory Hall made it possible for people to create their own sounds just by holding a glass in their hands.
Although sight, smell and taste are inherent to the experience of consuming a beverage, Suntory is just one brand that is making the most of multisensory marketing to engage consumers in an immersive experience.
Musical Glassware Concerts
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