When visuals, sounds, scents, tastes and textures are blended together, our senses become heightened. Johnnie Walker Red Label is using this idea to promote the launch of their Johnnie Walker and Ginger Ale blend.
Called ‘The Boldest Glass’, tiny vibrations transmitted through the drinker’s jawbone directly to the ear, allow them to hear a bespoke track specifically created to enhance the flavours of the drink.
Clever gimmick? Just a PR stunt? Or something more? We look forward to seeing if it hits the right note with drinkers. You can hear the glass in action in the London bar, Call Me Mr Lucky until May 10th.
Via. The Drum http://bit.ly/1IZeXHk