Coca-Cola China invites consumers to ‘Taste the Movie’ in Isobar campaign

To promote the creation of its 27 new flavours in China, Coca-Cola has rolled out a virtual reality experience that encourages consumers to ‘Taste the movie’.

The beverage brand used a VR-mounted headset developed by Isobar to apparently measure the emotions of audience members watching VR trailers in China’s Wanda Cinemas.

They then mixed the flavour combination in line with the emotion of the audience member so that the chosen drink would enhance the user’s viewing of the movie, allegedly based on scientific understanding.

Known as the BVRAIN headset, the device is said to track the participant’s brainwave activity – and therefore their emotional responses to images and drinks. 

Coca-Cola said the idea was to give members an “emotionally-customised” drink and, as a result, “a richer and enhanced movie experience”. Cinema-goers were also able take home an emotional analysis of their brainwaves, which some then posted on social media.


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