Eurobest

The ASMR Ear Beer

ÅKESTAM HOLST, Stockholm / SPENDRUPS / 2016

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Case Film

Overview

Entries

Credits

Overview

Background

The summer is one of the most important sales periods for the beer industry in Sweden.

During recent years, the well-known iconic brand Norrlands Guld (NG), wanted to find a new way to grow their brand and increase sales within the younger generation of the Swedish population, who are heavy consumers during summer. The competition for the youth came from two ends: cheap beer and local craft beer. NG was stuck in the middle: well known but nevertheless a bit to expensive, un-modern and irrelevant. So our main objective was to find an effective way to reach and increase sales within the target group.

Execution

By using the sound technology ASMR, Autonomous Sensory Meridian Response, we created an enjoyment for your ears that equals the enjoyment your mouth experiences when drinking our beer. ASMR is also know as ”brain orgasm” and is basically sounds that make you feel good. The sensation begins 'on the scalp’ and as intensity increases, moving 'down the spine’.

We simply made a beer for your ear.

Our Ear Beer was launched on Spotify, Youtube and Apple Music, and even on limited edition vinyl. It also featured remixes by some of Europes most popular Djs like Lindstrœm, Kelly Lee Owens and Harald Bjork. The Ear Beer-initiative premiered at Swedens largest music festival, Way Out West in a unique glass beer house aswell as on our day- and after parties at one of the biggest hotels where they could enjoy and get beergasms in the elevator aswell as besides the dance floor.

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