Beck’s is the most bitter mainstream beer in Brazil, a market where people are still used to lighter beers.

And as newcomers, we still had way less distribution and media investment than the competition. We needed to stand out and get people to massively taste the difference between Beck’s bitter flavour and the other beer brands. To achieve that, we did the unthinkable. We asked people to drink the competition while listening to Beck’s Frequency. A sound frequency that makes any beer taste more bitter.

Studies from Harvard and Oxford proved that high-frequencies make our taste sweeter and low-frequencies make our taste more bitter.

We tasked ten top DJs to mix their hits in a high 1043Hz frequency and low 73Hz frequency, a nod to Beck’s 1873 birth year. Then, on a website, people could listen to the remixed tracks while drink their usual beers, evolving their taste.

We worked alongside 10 top brazilian electronic music artists to mix their existing hits in a high 1043Hz - that makes things taste sweeter - and a low 73Hz frequency - that makes things taste more bitter - and it’s also a nod to Beck’s 1873 birth year.

Collectively, these DJ's have more than 10M monthly listeners and over 600M plays on Spotify.

To change the song's frequency, we messed with the equalizer settings. For the 73Hz, we decreased the treble volume and increased the bass, in addition to changing the pitch, so it would be a tone, a tone and a half higher. And for the higher frequency, we did the opposite process, until we’ve reached the desired 1043Hz.

The tracks were then uploaded to becksfrequency.com and loaded during the intro, so when people got the experience, they could switch from one song to the other seamlessly without any interruption.

While the website housed the experience, an integrated campaign teased disbeliever to try for themselves with social assets, a hero film, influencers and even a brand content from Vintage Culture - one of the DJs featured on the project and arguably the biggest name in Brazil’s electronic music scene - where he explained to his millions of fans how his track was mix using the frequency.