Creativity

Guinness Uses VR to Boost Drinkers' Taste Sensations

Consumers Sip Along to Soundtrack as Sights and Sounds Enhance the Taste

By Emma Hall. Published on May 18, 2017

Editor's Pick

Guinness is inviting U.K. supermarket shoppers to take a sip-along, sensory trip designed to enhance appreciation of its drinks.

Working with R/GA London and using a VR headset, Guinness will offer Tesco customers around the country a chance to experience shapes, colors, and sounds that, they say, are guaranteed to make three of the brand's beers -- Guinness Draft, West Indies Porter and Hop House 13 Lager -- taste significantly better.

Participants lose themselves in the 360 environment, while the voice of Guinness master brewer Peter Simpson guides them through the experience, pointing out exactly when they should taste and smell the beers.

All the sights and sounds are abstract and bespoke. The grapefruit aroma of Hop House 13, for example, is heightened with an explosion of brightly-colored, fast and angular shapes, accompanied by high-pitched sounds to bring out the bitterness of the beer.

Alex Wills, managing director of Content Studio, R/GA London, said in a statement, "We're excited to use VR not as a gimmick, but for what the technology was actually designed to do: suspend the senses and transport you to another place."

Research by Professor Charles Spence, a food and flavor scientist at Oxford University, helped to establish which sights and sounds have the best effects on the taste of each product.

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About

Credits

Date
May 18, 2017
Agency:
R/GA London
Client:
Guinness
Production Company:
MPC Creative
Creative Director, MPC Creative:
Pete Conolly
Digital Producer:
Sinead Catney
Developer:
Tim Porteous
Managing Director Content Studio:
Alex Wills
Executive Creative Director:
Rodrigo Sobral
Creative Director:
Ciaran McCarthy
Creative Director:
Tim Wild
Creative Team:
Paul Calway
Creative Team:
Adam Collins
Account Manager:
Freddie Campbell
Client Services Director:
Marcus Keith
Executive Producer:
Jocelyn Birsch
Producer:
Adam Reid
Production Manager:
Caleigh Kimberly
Production Assistant:
Mary Lynch
Executive Producer:
Maria Stark
Junior Creative Team:
Daniel Liakh
Junior Creative Team:
Josh Croston

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