If you didn't love analytics before, you will now as new beer launches off the back of big data
If there was still any doubt about the value of data analytics, this should lay it to rest in a single word: Beer.
That's right, digital marketing agency Havas Helia has created 0101, a beer that was crafted based on data.
Late last year, Havas Helia's goal was to create a beer that embodied the optimism associated with beginning a new year. It began by tapping social media for emotional keywords used in New Year's-related posts and then scored "thousands of messages" against a set of 24 predefined emotional states.
From there, the agency identified 38 distinct emotions with a clear tie to the new year. Among them were amazement, anticipation, generosity, indulgence, excitement, happiness, joy, love and good cheer.
Aiming to find a beer recipe that matched those emotions, Havas Helia used IBM's Watson Alchemy technology to analyze 2800 recipes based on ingredients, tasting notes and reviews. Watson Personality Insights then helped profile each recipe as "assertive," "friendly," "intelligent" or a host of other possible qualities.
From that analysis, the agency compiled a list of the top 10 beers that matched the New Year's emotions it had identified. By analyzing their recipes for common ingredients, the company came up with the recipe for 0101.
Among the final ingredients are honey and two varieties of hops: Nelson Sauvin and Hallertauer. "Honey for love and cheerfulness - Nelson Sauvin for optimism, imagination and resolution - and Hallertauer for excitement and emotion," the beer's website explains.
But don't get too excited, because 0101 -- "a fine tasting cream ale" brewed through a partnership with U.K.-based High Peak Brewing -- was only released in a limited edition of 500 bottles.
This year’s Cannes Lions program is packed full of data, robots, algorithms, voice technology, blockchain, virtual reality, artificial intelligence and machine creativity. But I’m just as interested in more subtle trends and insights.
Customer experience is eclipsing product as a competitive differentiator. CMOs are recognising this shift and talking the talk. But are they also walking the walk?
Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
Google is more like a utility. Does a road have a brand? No. Do we use it daily? Of course! And the idea of Taylor Swift as an unbrand be...
Davy Adams
Why Gartner thinks brands are too uptight about strategy
My father had ALS (amyotrophic lateral sclerosis) for 3 years His first symptoms were weakness in his hands and losing his balance which ...
Janice Tollis
Why Gartner thinks brands are too uptight about strategy
The things who have mentioned are very convincing and will certainly work.
Lunna Walker
Xero evolves to fit a changing marketplace
The use of the virtual reality and the additional reality in marketing are only the first steps to the unlimited possibilities. When you ...
Viri VR
Treasury Wine Estates ramps up consumer engagement with augmented reality app portfolio
Personally, I know about using virtual reality in VR games or when watching movies. I live in Melbourne and often visit a club - https://...
Rafe Frost
3 brand new virtual reality experiences in action