Scientists at Oxford University have been studying whether listening to different music can change the way your food tastes. Listening to higher-pitched musical notes, for example, is believed to make people perceive foods as sweeter.
Beijing Dentsu's Shanghai office put that idea to the test in a campaign for Xin Cafe, a local cafe and creative space, as a way to make people in China think about overconsumption of sugar. Obesity is becoming a major issue in China, thanks to Western-style fast food and sugary drinks. A study published last year found that one out of six Chinese boys and one in 11 girls were obese.
The agency had sound designers come up with a soundtrack of higher-pitched tinkly sounds and embedded a player into the base of a cup. They called the soundtrack the "sonic sweetener." People could plug their headphones into the cup and listen while they sipped.
About 63% of cafe goers said their drinks tasted sweeter. The same music is available on the web here, so people can try it at home.