We were challenged by Johnnie Walker and their PR agency Golin to create a new drinking experience for the bold and fiery Johnnie & Ginger cocktail. This collaboration has culminated in the creation of arguably the world’s most innovative drinking glass.
The Johnnie Walker Red Label Boldest Glass, which marries the latest innovations in technology and sensory science, plays a specially designed soundtrack directly to the drinkers inner ear. The soundtrack was specially designed using scientific research to enhance perception of the key flavours of Johnnie & Ginger creating an even more intense flavour experience.
The sound was created specifically to highlight the warm and spicy notes in the drink. Research has linked rough textures with the sensation of spice, so we used rough, angular sounds to dial up the heat of the ginger, resulting in an even bolder serve.
The Boldest Glass works through the use of bone conduction technology. Sonic vibrations are transmitted from the glass, through the lower jaw, and directly to a drinker’s inner ear. This means that only the user can hear the soundtrack.
Oscar Ocaña, JOHNNIE WALKER Brand Director says: “The JOHNNIE WALKER brand is known for inspiring progression which is why we wanted to create a true piece of technology innovation within the bar environment. The glass is set to give drinkers a glimpse of what bar culture could be like in the future."
The glass has generated an unprecedented PR reach, featuring in publications ranging from Marketing and CNBC to The Grocer and the Mirror. The prototype glasses will be touring some of the World's top bars and are available for an enhanced Johnnie and Ginger upon request.