David Blecken
Feb 13, 2017

Hold the sugar: a Chinese café brand is offering audio sweeteners

A project by Xin Café and Dentsu aims to set the brand apart by pre-empting a rise in sugar-related illness.

Do you really need three sugars with that coffee? Not according to a Chinese café brand, which suggests listening to ‘sweet’ sounds can have the same effect.

Xin Café worked with Beijing Dentsu to develop the Sonic Sweetener, a cup designed to reduce people’s sugar intake by playing sounds that people associate with a sweet taste while they drink.

Sonic seasoning’ has gained traction as a concept in recent years. Tests have shown that people associate different sound pitches and even instrument sounds with the four basic tastes.

Sugar consumption is still relatively low in China: according to Euromonitor data from 2015, the average person ingests less than 16 grams per day, compared to a whopping 126 grams in the US (the World Health Organization’s recommended daily intake is 50 grams). But habits are changing, and China has been predicted to become the world’s largest importer of sugar by 2020.

Campaign’s view: Improbable as it seems, the device is supported by science and is an intriguing way to make a relatively unknown brand stand out from the crowd. We suggest that people would do best to learn to appreciate the taste of good coffee or tea without any additives, aural or otherwise. But for those who really can’t handle it, this seems worth a try. It also seems something that US consumers need—urgently.

 

Source:
Campaign Japan

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
We tried Cathay Pacific's in-flight beer
Premium
13 hours ago

We tried Cathay Pacific's in-flight beer

Campaign's Hong Kong editorial staffers give 'Betsy' a try.

Premium
'Premium Friday' off to an uncertain start in Japan
Premium
15 hours ago

'Premium Friday' off to an uncertain start in Japan

Government-led initiative to encourage work-life balance (and consumption) has good intentions, but widespread uptake is far from guaranteed.

Premium
Seeking nominations: China's Digital A-List
Premium
16 hours ago

Seeking nominations: China's Digital A-List

Are you a successful digital technology doer, dreamer or enabler in China? Maybe you know someone who is? It's time to nominate her or him for the 2017 Digital A-list.

Premium
Move and win roundup: BBDO, Starcom, The Trade Desk, JWT and more
Premium
16 hours ago

Move and win roundup: BBDO, Starcom, The Trade ...

A weekly roundup of people moves and account news worth noting.