I've talked before on here about Cadbury and my absolute obsession with their amazing chocolate. I just love it and it's always been a family favourite for every occasion. Whether it's Easter eggs, Christmas Treats or tasty birthday extras, it always comes in a purple wrapper for me. I even used to practise the Cadbury 'signature' when I was at school (and beyond) I'm weird huh!? I'm also a huge music fan so I was really interested to see Cadbury connecting my two loves in one fascinating project.
Just recently, Cadbury decided to conduct some studies to see if music can influence the kind of flavour we would be in the mood for. A new report this month revealed that sounds & music can not only match how we feel, but also influence our preference for certain flavours. I listen to a huge variety of music so maybe this is why I love all the chocolate?!
The pioneering study explores the true science between mood and music, and how those specific sound profiles can also 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? My gut instinct is just to say 'give me ALL the chocolate!', but I definitely think I'm more of a Dairy Milk girl opting for calming tender tones with some laid back Friday night ska music as I'm writing this.
Results of the study
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.
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. (Yum - this is me!)
Feelings of excitement are associated with rhythmic variations which match the profile for Dairy Milk Whole Nut
Inspired by the classic and modern flavours in the range, Cadbury are asking chocolate lovers whether they feel like a ‘classic’ hit or a ‘modern’ hit. To make it even easier to choose, Cadbury has teamed up with DJ Marvin Humes (yes that nice one from JLS), 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. The Oreo one is insanely good by the way, if you haven't yet tried it, go out right now and try it.
Guests will be able to create and mix their very own piece of music with one-on-one help from Marvin. The finished track and its correspondence to one of the eight flavours in the Cadbury Dairy Milk range will then be revealed. How good does that sound?
Leading audio branding expert Steve Keller of IV who led the study said,
“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?".
Competition & Giveaway!
For your chance to win a one to one music masterclass with the amazing Marvin Humes, go to SoundOfCadburyDairyMilk-Spotify.co.uk. As well as this, I have my own treat for you - For your chance to win one of 5 Cadbury chocolate vinyl records (that aren't even available in the shops), please do enter my giveaway below, good luck!
Collaborative post with Cadbury, competition open to UK entrants with 5 winners each winning one prize which will be sent direct from Cadbury UK.