A Brew Brand Wants to Give You a Brain Orgasm With 'Ear Beer'

Sweden's Norrland Guld Ljus and Akestam Holst Are Latest to Create a Branded ASMR Experience

Published On
Oct 27, 2016

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You love beer. You'd imbibe it 24-7, if you could. But work, driving, chores, exercising and other important life matters get in the way. But Swedish brew brand Norrland Guld Ljus has a solution: Ear Beer.

Along with agency Akestam Holst, Norrland has created an aural experience designed to give you all the pleasure of drinking beer, but without the burps, belly bloat and intoxication.

Norrland Guld Ljus, like a few other brands before it, leveraged ASMR to create the experience. In case you haven't already heard of it, ASMR (Autonomous Sensory Meridian Response) is a sensation of euphoria -- characterized by tingly feelings, relaxation and an overall sense of positivity -- triggered by quiet sounds and certain visuals. It's become something of a marketing trend, as brands such as KFC and Dove Chocolate have incorporated it into their ads -- albeit with the sounds of munching on chicken and unwrapping candy.

The beer brand debuted Ear Beer on Spotify, YouTube and Apple Music, as well on limited edition vinyl. The experience also features remixes by popular European DJs including Lindstroem, Kelly Lee Owens and Harald Bjork.


Oct 27, 2016
Brand :
Norrlands Guld Ljus
Client :
Norrlands Guld Ljus
Agency :
Åkestam Holst
Creative Director :
Magnus Jacobsson
Art Director :
Joakim Khoury
Copywriter :
Adam Reuterskiold
Sound Design :
Flickorna Larsson
Motion Graphics :
Eric Karlsson

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