ABOUT

BACKGROUND
Sugar overconsumption is a global issue. In China, the mass media broadcasts the dangers of sugar overconsumption every day, but everyone turns a deaf ear to them. Xin Café – a health conscious café – wanted people to be more aware about their sugar intake.

DESCRIBE THE CREATIVE IDEA
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.

DESCRIBE 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.

DESCRIBE THE 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.

LIST THE RESULTS
Triggered 4 million conversations around the world
63% felt the Sonic Sweetener effect
68% became more conscious about their sugar