Working with experiential psychologist Charles Spence, Pitch & Sync were commissioned by creative agency Hearts & Minds to create bespoke soundtracks which combine sonic seasoning (where different musical notes or sounds affect taste) with semantically-meaningful natural sounds (like waves crashing or bacon sizzling). This combination is a first of its kind.
The campaign launched with live virtual tasting events and went live on Spotify on Friday 22nd October for people to experience the taste experiment at home. Further activity will run via social and digital channels, with the campaign running until Christmas.
Simon Robinson, P&S Founder says “We’re fascinated by the psychological effects of music and how it can influence a person’s physical experience, and this was a great chance to experiment with some quite radical science. What made it even more exciting was to see people who were sceptical about the theory be blown away when they tried it in practice.”