It's no surprise that brands are capitalizing on ASMR. It induces an intense sensation that may help the brand to create a bond with its target demographic, but do brands really understand ASMR? Cue the Glenmorangie campaign: Feel the Taste.
The Feel the Taste campaign comprises of three videos that ' bring the sensorial nature of whisky to life online, through the phenomenon of ASMR'. The videos definitely bring whiskey to life, but they certainly are not ASMR inducing.
Their trio of videos are more awe-inspiring than relaxing. The sounds are satisfying and the visuals are captivating but the accompanying music rises and climaxes in such a harsh manner it makes your ears prick up. In The Original the music creates a sense of panic and urgency – the complete opposite of soothing and sleepy.
The intention was there but the execution was too dramatic.
Credit to Glenmorangie for funding research into ASMR.
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