Beck's Sound ad shows the connection between the senses, uniquely highlighting how music can alter the taste of beer. According to an Oxford University study, certain low frequencies can alter one's perception of taste, enhancing the sensation of bitterness. Beck's latest campaign put this theory to the test with the help of some of Brazil's top electronic DJs.
The beer brand tasked each DJ with remixing a song at 73 Hz -- the frequency that alters the senses. A sample group was then called in to test the theory. Each subject was shocked to find the beer tasted different based on the music's frequency, offering a unique sensory experience. Beck's has uploaded a self-guided version of this test, enabling consumers to try it out at home.
Image Credit: Beck's / AKQA SP
What Makes This Trend Stand Out
- Sense-altering Marketing
- Using sensory stimuli such as sound to enhance consumer experience and perception of products.
- Cross-modal Perception
- Exploring the intersections between different senses such as music and taste and how they affect one another.
- Interactive Consumer Experiences
- Creating interactive and engaging experiences for consumers that involve hands-on participation and experimentation.
Sectors Adopting This
- Beverage Industry
- Opportunity to create unique sensory drinking experiences using sensory marketing techniques such as sound and experimenting with cross-modal perception.
- Advertising Industry
- Opportunity to create attention-grabbing campaigns by incorporating innovative sensory marketing techniques such as sound that can alter consumer perception of brands and products.
- Music Industry
- Opportunity to collaborate with brands in creating unique multi-sensory experiences that integrate music and other sensory stimuli for enhanced consumer experience and perception of music.
