New York – Cognac brand Rémy Martin is teaming up with the singer Usher to create a sensory campaign that merges spoken work with artificial intelligence (AI). Designed to celebrate the launch of its limited edition 1738 bottle, the campaign features Usher poetically describing the tasting notes of Rémy Martin cognac, using phrases such as toasted bread, vanilla and brioche. His words are then translated into digital artworks as a way to visually depict the flavours.
To support the campaign, titled A Taste of Passion, an AI-inspired bottle will also be available for a limited time, purchasable as a non-fungible toke (NFT). A multi-sensory experience will also be hosted in Las Vegas to promote the launch. Here, Rémy Martin demonstrates how physical responses to flavours can be captured and translated through several different activations.
Usher comments: ‘I am so impressed by the visuals that came out of the AI process – they truly represent the medley of tasting notes captured in the flavour.’ By visualising the ways this drink can make people feel, the brand also leans into the tenets of our Psychophysical Identities microtrend.
Food and drink brands should lean into opportunities to utilise psychophysical branding. Consider how you might visualise the feeling of smelling a fragrant dish or unwrapping a piece of confectionary