Beck’s is the most bitter mainstream beer in Brazil, a market where people are still used to lighter beers.

And as newcomers, we still had way less distribution and media investment than the competition. We needed to stand out and get people to massively taste the difference between Beck’s bitter flavor and the other beer brands.

To achieve it, we did the unthinkable. We asked people to try Beck’s by drinking other beers. 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 and low-frequencies make our taste more bitter.

So, we got ten top DJs to mix their hits in a low 73Hz frequency. Through a synesthetic musical experience at becksfrequency.com people could hear the tracks and change the taste of any beer, making it more bitter.

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Due to decades of light beer consumption, Brazillians aren’t used to bitter beers like Beck’s.

That’s why all the best selling brands in the country have IBUs between 8 and 11, which means that Beck‘s and its IBU 20 are extremely bitter for Brazil’s standards.

We needed to break through this light beer tradition without compromising our bitter taste to fit in the standard.