Beck’s Sound ad shows the connection between the senses, uniquely highlighting how music can alter the taste of beer. According to an Oxford University study, certain low frequencies can alter one’s perception of taste, enhancing the sensation of bitterness. Beck’s latest campaign put this theory to the test with the help of some of Brazil’s top electronic DJs. The beer brand tasked each DJ with remixing a song at 73 Hz — the frequency that alters the senses. A sample group was then called in to test the theory. Each subject was shocked to find the beer tasted different based on the music’s frequency, offering a unique sensory experience. Beck’s has uploaded a self-guided version of this test, enabling consumers to try it out at home.Image Credit: Beck’s / AKQA SP

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