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Fresh Coffee Gets Turned Into A Song You Can Apparently Taste With Your Ears
By Izza Sofia, 29 Jan 2021
Image via Café de Colombia
You can now taste Colombian coffee with your… ears.
Coffee brand Café de Colombia has joined forces with McCann Worldgroup Colombia to develop a new sensory experience for coffee drinkers through taste and sound.
The collaboration marks the 60th anniversary of the Juan Valdez icon under the Café de Colombia brand. To celebrate this, the brand launched a ‘#BeyondTaste’ campaign, where it worked together with researcher Felipe Reinoso and music producers Miguel De Narvaez and Juan Fernando Fonseca to create a synesthetic song.
The song, Beyond Taste, is filled with a melody that intensifies the sweetness and acidity of coffee, creating a sensory journey of tasting coffee through music.
“The way we listen can affect the experience of food and drink. Therefore, we can try to understand these associations and frame them as congruent or incongruous. By doing this, we can create music that most people tend to frame as sweet or sour,” Reinosa explained.
“We created a song integrating natural sounds with real Colombian music, in order to generate a multisensory tasting experience 100 percent made in Colombia,” he continued.
“We are proud of being able to carry abroad the message of such an emblematic brand for the country through a multisensory experience that really leaves you open-mouthed and flavored with coffee,” said Diana Triana and Daniel Gonzales from McCann Colombia.
[via LBB Online, cover image via Café de Colombia]
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