In 2018, I started to collaborate with Jagermeister during the design, production, and implementation of a new marketing campaign : Jagermeister Taste Remastered, Here, we created 4 sound cues to enhance the tasting experience of this worldwide famous liquor. The idea is that Jagermeister consumers can experience this multisensory journey by themselves via the campaign's website, while sharing their experiences through social networks. The production of the music was made in collaboration with Sam Shure, an upcoming German DJ based in Berlin. The concept was co-created with AKQA/Berlin, and the campaign was managed by the global-marketing crew of Jagermeister. We complemented the launching strategy of the campaign by offering in-situ multisensory tasting demonstrations to local influencers. The organization of these events is being coordinated with local/regional Jagermeister distributors. We started with a successful pilot conducted in Berlin around November 2018, followed by 5 events in eastern-European capitals during April, 2019 (below some pics). I intend to use the music produced for this campaign to run a robust scientific experiment, in order to further validate how this music is enhancing Jagermeister's tasting experience. I was honoured with opportunity to put my R&D work into practice in collaboration with such an important and innovative brand -> PROST!
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