Hands up if you're a child of the seventies and you remember Alberto Frog and his Animal Orchestra on Bod ! He had a milkshake dilemma in every episode - would he go for chocolate, banana or strawberry? Well, according to a new report released this week, sounds not only match how we feel, but also our preference for certain flavours, so maybe his Amazing Animal Bands' antics are what made him keep changing his mind about the flavour of milkshake that he wanted !
The pioneering study was commissioned by Cadbury Dairy Milk so it focuses on chocolate rather than milkshake, but it explores the surprising science between mood and music, and how specific sound profiles can impact what we choose to eat. The results have been used to develop a tool that maps music and mind-set to help people decide which Cadbury Dairy Milk flavour they most feel like: a classic or a modern?
The study revealed:
1. Feelings of vibrancy and playfulness are associated with higher pitched sounds, faster tempos, and major keys, which correlate with the sound profiles for Cadbury Dairy Milk Crunchie Bits and Cadbury Dairy Milk Marvellous Creations Jelly Popping Candy.
2. Feelings of calm and tenderness are linked to music that is slower in tempo, lower in pitch, and harmonically neutral – sounds that match the profiles for Cadbury Dairy Milk and Cadbury Dairy Milk Caramel.
3. Feelings of excitement are associated with rhythmic variations which match the profile for Dairy Milk Whole Nut
Inspired by the classic flavours in the range (including Cadbury Dairy Milk, Whole Nut, Fruit & Nut and Caramel) and the more modern flavours (which include Cadbury Dairy Milk Oreo, Cadbury Dairy Milk Crunchie Bits, Cadbury Dairy Milk Marvellous Creations Jelly Popping Candy and Cadbury Dairy Milk Daim), Cadbury is asking chocolate lovers whether they feel like a ‘classic’ hit or a ‘modern’ hit. To make it even easier to choose, Cadbury Dairy Milk has teamed up with DJ Marvin Humes to host a mixing master class that brings the feeling of the full chocolate range to life – whether it’s a classic flavour like Cadbury Dairy Milk Caramel or a modern one, like Cadbury Dairy Milk Oreo.
Guests will be able to create and mix their own piece of music with one-on-one help from Marvin, based on a particular emotional profile. The finished track and its correspondence to one of the eight flavours in the Cadbury Dairy Milk range will then be revealed.
Leading audio branding expert Steve Keller of IV who led the study, comments: “We have all experienced the power of music to evoke emotions, but new research suggests that music has an impact on our sensory perception as well. Crossmodal science has demonstrated that our sense of hearing and taste are so intertwined that music can actually influence our experience of flavour. Few studies, however, have explored how music, emotion and flavour intersect. We’re delighted to team up with Cadbury Dairy Milk to look at this fascinating interplay between our emotions and our senses, literally answering the question: ‘What Cadbury Dairy Milk Flavour do you feel like?’”
Gemma Flanigan, Cadbury Dairy Milk Marketing Manager, comments: “Last year, we made an exciting foray into the world of music, enhancing the taste of the bars in our Cadbury Dairy Milk range with our first ever music album. This year, we’re offering our chocolate fans the chance to create their own music and find out which flavour they’re in the mood for.”
For a chance to win a one to one music masterclass with Marvin Humes, go to SoundOfCadburyDairyMilk-Spotify.co.uk.
Disclosure : Cadbury will be sending me some chocolate - I'll have to experiment with listening to different music and see if it influences which bar I go for !