×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Fill Up Your Beer Glass with the Power of Your Mind

Published on .

South African beer brand Castle Light jumps on the bandwagon of mind-controlled tech with a draft beer that is poured at the speed of thought. The "Extra Cold Mind Reader," developed by agency Hellocomputer, asked people to put on an EEG headset, then got them to think about "extra cold." The headset doesn't exactly read their mind per se, but measures conscious thought. The stronger the person's focus, the more beer goes into their glass.

The environment around the users challenged them as well, with interactive lighting, cold and hot air effects distracting them from their focus.

Most Popular