Sonic Sweetener? Interesting Campaign in Chinese Cafe to Reduce Sugar Consumption


Trying to cut down on your sugar? Perhaps new tech from Scientists at Oxford University studying whether the sound of different types of music affects the way food tastes have a possible solution.

The research thus far has proven quite interesting: For example, people perceive foods as sweeter when listening to higher-pitched sounds.

Beijing Dentsu’s Shanghai office took the idea for a test run in a campaign for a local cafe and creative space called Xin Cafe. With obesity becoming a growing problem in China, the campaigned aimed to get people to be more conscious about overconsumption of sugar.

“Because we naturally associate a specific soundtrack with sweetness, listening to the soundtrack helps focus our attention on the sweetness in the food or drink,” said Takamori Kadoi, creative director at Beijing Dentsu Shanghai. “That is why it feels sweeter as a result. Thus, it could help people reduce their sugar intake.”


If you want to take it for a spin on your own, you can find more info and the music here.

Credits

Advertising Agency:Dentsu, Beijing, China
Executive Creative Director: Kazuki Tsuburaku
Creative Director: Takamori Kadoi
Art Director:Atsushi Fujimaki
Copywriter:Takamori Kadoi, Si Tan
Planner:Takamori Kadoi
Sound Production:LADER PRODUCTION
Sound Designer:Chester Beatty
Producer:Ryo Harada, Shinji Takahashi, Ryuta Ohara
Technical Advisor:Qian Wang, Qian Wang
Product & Web:IMGSRC SHANGHAI
Product Designer:Yuki Zetsu, Kazuya Otsuka
Technologist:YAGUCHI ELECTRIC CORPORATION, Dai Takahashi
Film Producer:Taiki Soma
Director:Taiki Soma
Cinematographer:SIE RUIMING
Gaffer:SUN YATAO
Executive Producer:Taiki Soma, Chow Xin Yi

What do you think?

comments

Get More Brand

Delivered to your Inbox

THANK YOU!