Glenmorangie
invite viewers to ‘feel’ the taste of
their whisky.
The creative folks at Glenmorangie
have been working on a new research
project with multi-sensory scientists to
create an experience which they say will
enable you to ‘feel’ the taste of
whisky. This is done through a technique
called ASMR- Autonomous Sensory Meridian
Response.
ASMR essentially refers to the tingling
sensation moving from the neck down the
spine and creates a feeling of relaxed
concentration which allows viewers to
perceive stimuli more acutely.
In a series of short films which use sounds
and motions to communicate the sensorial
nature of whisky for the first time,
Glenmorangie has set the bar for an
all-consuming online sensorial
experience.
Each film delivers an innovative visual
and sonic experience through the
phenomenon of Autonomous Sensory
Meridian Response – ASMR. ASMR is so
novel, that the scientific community has
only recently acknowledged its
existence. To aid understanding of its
effects and benefits, Glenmorangie has
commissioned a ground-breaking study led
by multi-sensory scientist Professor
Charles Spence, of Oxford University,
and ASMR experts from Manchester
Metropolitan University. Their research
is the first attempt to create a sensory
profile of the kinds of ASMR ‘triggers’
that work best.
Glenmorangie engaged creative agency
Alter Projects who collaborated with
Bompas & Parr to commission a research
on ASMR, art direct and produce the
three films. It is the first brand to
create bespoke content around such a
unique original scientific research.
Using triggers relevant to whisky and
the Highlands to elicit increasingly
emotional reactions, they allow viewers
to ‘feel’ the smooth, rounded taste of
Glenmorangie The Original, the richness
of Glenmorangie The Lasanta, and the
delight of Glenmorangie Signet.
Dr Bill Lumsden, Glenmorangie’s Director
of Distilling, Whisky Creation & Whisky
Stocks, said: "At Glenmorangie we are
always searching for innovative ways to
delight single malt lovers. By bringing
the unique characters of our whiskies to
life online in such a revolutionary way,
we can share the spirit of Glenmorangie
more widely – and perhaps inspire
viewers to try our whisky the
traditional way, too."
You can view all the films on
Glenmoragie's YouTube channel
if you want to explore what Glenmorangie feels
like and if you want to explore what it
tastes like you will find the
Glenmorangie whisky range available from specialist whisky shops such as
The Whisky Exchange &
Master of
Malt
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