SONIC SWEETENER

TitleSONIC SWEETENER
BrandXIN CAFÉ
Product / ServiceXIN CAFÉ
CategoryC09. Use of Technology
EntrantBEIJING DENTSU ADVERTISING CO., LTD, CHINA
Idea Creation BEIJING DENTSU ADVERTISING CO., LTD, CHINA
PR BEIJING DENTSU ADVERTISING CO., LTD, CHINA

Credits

Name Company Position
KAZUKI TSUBURAKU BEIJING DENTSU ADVERTISING CO.,LTD. ECD
SI TAN BEIJING DENTSU ADVERTISING CO.,LTD. CD
MANABU HOSHINO BEIJING DENTSU ADVERTISING CO.,LTD. SCD
ANDREW SHEE BEIJING DENTSU ADVERTISING CO.,LTD. ACD
SWEE MEI LOO BEIJING DENTSU ADVERTISING CO.,LTD. ACD
TAIKI SOMA DNA CHINA Director
ATSUSHI FUJIMAKI BEIJING DENTSU ADVERTISING CO.,LTD. Art Director
Janice Wang University of Oxford Researcher
XIE RUIMING DNA CHINA Cinematographer
SUN YATAO DNA CHINA Gaffer
TAIKI SOMA DNA CHINA Executive Producer
CHOW XIN YI DNA CHINA Executive Producer
SHINJI TAKAHASHI IMGSRC SHANGHAI Special Effects Producer
RYUTA OHARA IMGSRC SHANGHAI Special Effects Producer
YUKI ZETSU IMGSRC SHANGHAI Product Designer
KAZUYA OTSUKA IMGSRC SHANGHAI Product Designer
YAGUCHI ELECTRIC IMGSRC SHANGHAI Technologist
DAI TAKAHASHI IMGSRC SHANGHAI Technologist
RYO HARADA LADER PRODCUTION Music Producer
CHESTER BEATTY LADER PRODCUTION Sound Designer

The Campaign

Scientific research indicates that listening to distinctively higher-pitched sounds can alter people’s senses towards food to be sweeter. So we created Sonic Sweetener, an extraordinary melody that helps people focus on a beverage’s sweetness, without the need to add more sugar.

Execution

Based on research from the University of Oxford, we worked with sound designers to analyze and combine chords, tones, and frequencies to create Sonic Sweetener. We then installed Sonic Sweetener in a cup-shaped device at Xin Cafe in Shanghai. When people drank from it, Sonic Sweetener helped them focus on the sweetness of the beverage, without the need to add more sugar.Sonic Sweetener is also available on the Internet for everyone to experience its sensory benefits.

Triggered 4 million conversations around the world.

The Situation

Sugar overconsumption is a difficult topic to address, so we decided to use Sonic Sweetener as a solution that could help combat sugar overconsumption. We invited media partners from health and wellness media outlets to try it out, and they gave their POV on it on their websites. This then spread to other web news media outlets from around the world, who then picked it up and talked about it e.g. Thailand, Germany, and more.

The Strategy

Everyone knew about the dangers of sugar overconsumption, but they take their daily sugar intake for granted. We needed an unconventional and buzzworthy solution that would stop them and make them rethink about their sugar intake.