How We Turned Music Into Something You Can Taste

Neuromarketing Case Study With Heineken

For the first time in the history of the world, for one night only, Heineken® took sensory experience to the next level by allowing people to turn flavour into brainwaves, brainwaves into sound waves, and sound waves into music.

Heineken Turn Taste Into Music

Working with ground-breaking composer Nicholaas Van Reenan (of Fever Trails), maverick chef Jade de Waal, and masters of brain mapping, Neural Sense™, Heineken® were able to give their audience a revolutionary taste experience by connecting their brains to our DJ's software through an EEG headset, whereby their synapses turn taste into totally unique Next Level music tracks in real time.

Audience Experience Synaethsesia

This innovative brand activation allowed their audience the opportunity to experience synaethsesia, a beautiful neurological confusion of the brain where one sense involuntarily triggers another. Usually, our brains interpret signals from the ears as sounds and those from the eyes as light. But at least four in every hundred people hear colour or taste music.

People like Vincent Van Gogh and Kanye West experience synaesthesia and consequently encounter the world differently.

Watch the Heineken Neuromarketing case study here: