As part of their Mind Control campaign (Adam&Eve/DDB), we developed Marmite’s brand music using research into how sounds and tastes cross over.

Sensory Experiences teamed up with trance producer Billon to create the music. Based on cross-modal research, we defined the sounds and rhythms that would balance the intensity of flavour and tanginess that Marmite haters hate; and amplify the salty savoury notes that marmite lovers can’t get enough of.

Billon took our brief and wrote a banging track that encapsulates the Marmite brand; and fundamentally enhances the taste.

In cahoots with Prof. Barry Smith, we ran a lab study which proved that listening to the brand track while eating Marmite influences taste perception by around 17%.

Generating PR’able science, and a sound identity that does more than just sell an attitude; it changes how people feel about and experience the product.