When one thinks of enjoying a beer, the sense of taste is what often comes to mind first—but Norrlands Guld Ljus is now proudly stating that it has invented an entirely new way for people to "drink" beer through their ears.
The 'Ear Beer' was created to inspire ASMR, or an Autonomous Sensory Meridian Response, which is described as a euphoric experience that happens in the body when pleasing sounds are heard.
Norrlands Guld Ljus' unique Ear Beer recording was shared to YouTube, Spotify and Apple Music, as well as released as a limited-edition set of vinyls. As well as appealing to those who have an appreciation for sounds that trigger ASMR, the Ear Beer was paired with music from popular DJs and launched Sweden's largest music festival, Way Out West.
Auditory Beer Campaigns
Norrlands Guld Ljus' 'Ear Beer' is Enjoyed by a Sense Other Than Taste
Trend Themes
1. ASMR Marketing - The 'Ear Beer' campaign demonstrates the potential for brands to leverage ASMR experiences as a marketing strategy.
2. Multisensory Branding - Norrlands Guld Ljus' 'Ear Beer' introduces a novel way for brands to engage consumers by tapping into different senses beyond taste.
3. Vinyl Revival - The limited-edition vinyl release of the Ear Beer recording showcases the ongoing revival of vinyl records, presenting an opportunity for the music industry to explore innovative marketing collaborations.
Industry Implications
1. Alcohol Beverage - The 'Ear Beer' campaign opens up possibilities for alcoholic beverage companies to create unique sensory experiences that go beyond traditional taste.
2. Music - Collaborating with brands like Norrlands Guld Ljus presents an avenue for music festivals and artists to create immersive experiences through sound and marketing partnerships.
3. Marketing and Advertising - The success of Norrlands Guld Ljus' 'Ear Beer' campaign highlights the potential for disruptive marketing strategies that target specific sensory responses to engage consumers in new and innovative ways.