Ear Beer

Background

Norrlands Guld is a lager positioned around the idea that people who drank the lager were generally more laid back.

Idea

Sad but true, people could not drink beer wherever and whenever they wanted to, especially not in Sweden.

So Norrlands wanted to correct this by turning the feelings you got when having a beer into sound. Quite simply, they set out to make a beer for ears. For real.

The recording of beer being poured and beer in the glass used ASMR sound technology - Autonomous Sensory Meridian Response.

The audio experience matched the pleasure the mouth experiences when drinking beer. The sensation began 'on the scalp' before moving 'down the spine' to the base of the neck, sometimes spreading 'to the back, arms and legs as intensity increased', all triggered by the ASMR sound design.

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 Lindstroem, Kelly Lee Owens and Harald Bjork.

Results

Not available

Our Thoughts

I had no idea that other people also experienced those funny but pleasant ‘brain tingles’ I’d get when having a haircut – the buzz of the clippers – or having a present gift-wrapped in a shop – the rustle of tissue paper.

Then I came across ‘ASMR Simple Pleasures’ on YouTube. Currently with 8.9 million views. There are a whole bunch of ASMR videos with over 5 million views apiece, most featuring attractive young women whispering. Then Vice wrote about it.

Suddenly millions of people (like me) realised we were not alone. In fact, it seems to be a universal feeling but it has taken till now for a brand to do anything with it.

This idea looks completely ridiculous but it turns out there are a load of ASMR beer experiments already out there. Norrlands (in a very soft) voice are simply joining the conversation.