Brand Experience and Activation > Use of Promo: Mediums
DENTSU INC., Tokyo / SUNTORY HOLDINGS LIMITED / 2017
Overview
Credits
CampaignDescription
Through our research and study, we found out that genes define the way people enjoy beer. Features such as alcohol tolerance, sensitivity to malt aroma and sensitivity to hops bitterness are correlated to genetic information.
Having that knowledge, we created an original algorithm that generates the best beer glass design for each individual, according to one’s DNA data. The glass changes its form including capacity, top diameter and rim thickness to let each one enjoy beer even more responding to the data.
The glass design is then materialized using 3D printing technology. This enabled DNA Glass to be produced one by one with unique designs though glasses have been mass-produced with a single design
DNA Glass is the one and only beer glass for each human being to discover the “ultimate beer”.
Execution
We created an original algorithm that generates the best beer glass for each individual, according to his or her DNA data.
First, we retrieved and analyzed DNA from saliva.
Next, genetic information being incorporated to the algorithm, a unique beer glass design was generated. For example, for people with high alcohol tolerance, the design incorporated a larger capacity. For people with low sensitivity to malt aroma, a narrower top diameter to condense the scent. For people with high sensitivity to hops bitterness, a thicker rim to enjoy the mellow taste. In addition, personality traits, preferences and other genetic codes are analyzed for the ultimate design.
These glass designs were then materialized thanks to 3D printing technology, which makes tailored production possible.
Outcome
This project received great media coverage globally, with lots of online discussion praising its innovative and unique concept. DNA Glass is currently patent pending, with commercialization expected to follow. We are also advancing the idea to products other than beer glass, such as perfume.
DNA GLASS showed the world that DNA is closely related to our normal daily life, not just to labs and hospitals. This invention might be the “mother” of DNA innovations for man's real needs - to enjoy the ultimate beer!
Relevancy
DNA Glass is the one and only beer glass for each human being to discover the “ultimate beer”. We found out that genes define the way people enjoy beer. Having that knowledge, we created an original algorithm that generates the best beer glass design for each individual, according to one’s DNA data.
Since the individual’s genetic information becomes the core element of DNA Glass, the producer solely by itself cannot create the glass.
Consumer participation helps us create a completely new and groundbreaking experience to enjoy beer.
Strategy
The same beer tastes different from one individual to the next. Therefore, we believe that serving beer in the most personalized way will create a completely new “ultimate” beer experience.
To make this come true, we turned our focus to DNA. We found out that genetic information was the very element that defines the individual difference of beer taste. Returning to basics – genes – we decided to create the one and only beer glass for each human being.
Synopsis
Suntory is a major beer company in Japan. Despite of their big share in the alcohol industry, they pursue better beer day and night to satisfy their customers even more.
The same beer tastes different from one individual to the next. Therefore, we believe that serving beer in the most personalized way will create a completely new “ultimate” beer experience.
To make this come true, we turned our focus to DNA. Through our research and study, we found out that genetic data is the very element that defines the individual difference of beer taste. Returning to basics – genes – we decided to create the one and only beer glass for each human being.
The objective of this campaign was to serve every person with a completely new and groundbreaking experience to enjoy beer.
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