Drinking is one of the truly multi-sensory pleasures of this world and recently we were asked by a leading beer brand to consider the way that the senses can be engaged to heighten the taste experience of their product.
Different types of music, instruments, words, smells and colours can alter the way our brains process the world and can be used to heighten, diminish and change our flavour perceptions. The drink itself doesn’t change, it is merely our perception of it — how the brain interprets the information.
We designed soundscapes, sensory experiences and smells appealing to specific attributes of their beer and tested the theory in workshops with agency and brand ambassadors.
Did you know? A higher pitched song will make people taste the beer as sharper, fresher and different tempos and instruments also affect our perception of taste. The participants found that some smells highlighted the presence of certain flavour components in the beer, while others provoked revulsion or obscured the taste completely. Would you imagine cucumber or chives would be the scents that you would pair with beer?
As with all our work, it’s the application of the senses and how the brand experience FEELS that is most important.
Workshops offer the opportunity to test the theory and refine our work, whilst sharing with others. Vetyver offer a number of sessions which give brands and agencies the opportunity to learn about what we do and get creative thinking about the possibilities of sensory marketing.
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