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Brazilians are used to lighter beers. To get them to taste the difference between Beck’s bitter flavour and other beer brands, AKQA asked people to try Beck’s by drinking the competition while listening to Beck’s Frequency, a sound frequency that makes any beer taste more bitter. Studies from Harvard and Oxford proved that high-frequencies make our taste sweeter while low-frequencies make it more bitter. So ten DJs mixed their hits in a low 73Hz frequency. Through a digital experience, people could hear these tracks and change the taste of any beer, making it as bitter as Beck’s