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.
What's Driving This Trend
- Multisensory Marketing
- Brands are utilizing multiple senses to engage consumers in immersive experiences, such as Suntory's 'Glassical Concert'.
- Innovative Musical Instruments
- The creation of unique instruments like the 'Glassical Instrument' presents opportunities for disruptive innovation in the music industry.
- Alternative Concert Experiences
- Events like the 'Glassical Concert' offer a different perspective on live music, paving the way for new and unique concert experiences.
Who This Affects Most
- Beverage
- Beverage brands, like Suntory, can explore multisensory marketing techniques to enhance consumer engagement.
- Music
- The music industry can embrace the creation of innovative instruments to revolutionize classical music performances.
- Event Management
- Event organizers can consider alternative concert experiences, such as glassware concerts, to attract and engage audiences in new ways.
