Musical Beans… Really!

multi-sensory beansBeans have a well-deserved reputation for being a multi-sensory product. Remember the “musical fruit” ditty? But it’s no joking matter for Heinz, who teamed up with food artists Bompas & Parr to create a unique promotion for its Beanz product.

According to the UK’s Design Week,

The stunt comprised the creation of a different ‘experience’ for each of the five flavours in the range – which includes Curry, Cheddar Cheese, Barbecue, Garlic & Herbs and Fiery Chilli.

Each is inspired by the ‘look, feel and taste of the different beans’, says Bompas & Parr. The Cheddar Cheese variant’s bowl, for instance, is formed from around 1.2kg of yellow wax, ‘based on the form, texture and colour of a traditional round of cheese’, according to Heinz; while the bulb-shaped Garlic & Herbs bowls were hand-assembled using 96 layers of 750 micron thick card, aiming to reference the ‘papery’ exterior layers of a garlic bulb.

The sensory overload keeps going with a “musical spoon” that has an embedded MP3 player programmed to play music relevant to the particular flavor, such as Latin samba music for the chili-flavored beans.

Consumers will actually be able to buy the unusual limited-run boxed sets of Beanz for about $85 at London’s Fortnum & Mason. Here’s a video showing off the product:

As goofy as this sounds, one has to give Heinz some credit – they have taken an interesting direction for drawing attention to an otherwise prosaic product. And, from a neuromarketing standpoint, it seems likely that the experience afforded by the sensory accouterments might actually make the beans taste better – at least for consumers not put off by a super-costly can of beans or a spoon with tunes!

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— who has written 984 posts on Neuromarketing.

Roger Dooley writes and speaks about marketing, and in particular the use of neuroscience and behavioral research to make advertising, marketing, and products better. He is the primary author at Neuromarketing, and founder of Dooley Direct LLC, a marketing consultancy. Follow him on Twitter.

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2 responses to "Musical Beans… Really!" — Your Turn

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nalts 2. April 2013 at 9:28 am

Had you not reviewed this, I would have thought it was a dry attempt at humor. Are those for realzz?

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Shawn 3. April 2013 at 10:04 pm

This is amazing! Incorporating several different senses in the bean eating experience. This is a really cool concept. I will be surprised if it really catches on. That’s pretty out there.

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