We created an engagement platform that invited consumers on multi-sensory experiences, centered around the layers-upon-layers of subtle taste notes in a Stella Artois. We wanted to change people’s perception of a premium lager like Stella Artois; it is more than just a beer you order at the bar, but rather the perfect accompaniment to any hosted occasion.

To truly create multi-sensory experiences and change people’s perceptions about Stella Artois, we teamed up with the Professor of Experimental Psychology at Oxford University, Charles Spence, to analyze the four taste notes in the beer. In doing so, we discovered which kind of sensory stimulation enhances the way people taste them, and how to cause a synesthetic effect. Then we based our executions of this science paper to create digital and physical experiences that would trigger synesthesia, and literally change the way you taste a Stella Artois.

The Le Savoir platform launched with a unique experiment with The Roots: The World’s First Music Video You Can Taste.

This music video harnesses synesthesia using sounds, shapes, and colors to influence the flavor notes in a Stella Artois. In the experience, one song can be played in two different ways, enhancing either the sweet or the bitter notes in the beer. High pitched notes combined with bright colors and sharp shapes enhances the sweet notes in the beer; deeper notes and bass instruments combined with earthy colors and smooth shapes enhance the bitter notes.

Then, Le Savoir toured around the world, hosting 8,560 guests. Guests were invited on a multi-sensory journey through the taste notes of a Stella Artois in Montreal, NYC, Buenos Aires, and Seoul. The events combined culinary storytelling, experimental music, and immersive theater, brought to life by Michelin Star Chefs, The Roots, and Cirque Du Soleil.

12% sales lift year-on-year in on-premise and at home occasion sales.

99% positive response on Social Media.

8,560 guests bought tickets to the events.

400 million media impressions.

380+ PR Stories.