Diageo has unveiled a marketing project for its Tanqueray gin brand that explores consumers’ subconscious thinking and devises cocktails from them.
The campaign uses “electroencephalogram (EEG) technology” developed by tech company MyndPlay that allows consumers to discover the ‘cocktails crafted in a dream’ online, followed by live tastings during Milan Design Week in Italy and SP-Arte in Brazil this month. The gin brand will also drop a documentary across social media channels.
Diageo said that, following an initial test on three ‘dreamers’, the results of their relaxation preferences came back all “strikingly different” from the waking preferences.
“The results were nothing short of spectacular,” added Diageo’s global head of content, culture, connection & media for gins, Amabile Guglielmino-Brady. “By delving into the subconscious, we unearthed flavour profiles beyond participants’ usual awareness – hidden cravings for ingredients and cocktail combinations they had never imagined.”
In February, Diageo partnered its Ketel One vodka and Tanqueray gin brands in the US with HBO television show The White Lotus.
