There are a number of multi-sensory experiences that have been created as of late that are tapping into touch, smell, taste and sound in order to enhance the enjoyment of a product. On this note, Stella Artois recently collaborated with The Roots for the creation of two songs that were specifically created to enhance the sweet and bitter notes of its beer.
Stella Artois describes its creation as "the first music video you can taste," since it is formed from sounds that are associated with the flavors that can be found in Stella Artois' beer. The two versions include one with higher pitches to bring out sweet notes, as well as a one with lower pitches to specifically draw out the bitterness of the beer.
In the past, Stella Artois has also experimented with other experiences where the senses collide, such as its 'Sensorium' dining event.
Key Themes Behind This Trend
- Multi-sensory Experiences
- Creating experiences that tap into touch, smell, taste, and sound to enhance product enjoyment.
- Enhancing Taste and Sound
- Developing music and sensory combinations to enhance specific flavors and notes in products.
- Cross-sensory Collaborations
- Collaborating with artists and musicians to create multi-sensory experiences for products.
Where This Applies
- Food and Beverage
- Exploring the use of multi-sensory experiences and sensory collaborations to enhance product enjoyment and taste.
- Music and Entertainment
- Partnering with brands to create innovative experiences that combine music and sensory elements to enhance products.
- Hospitality and Events
- Organizing special events and dining experiences that engage multiple senses to create unique and memorable experiences for guests.
