When I was consulting with they hyper-creative forces behind Bonny Doon Vineyard (#1 rule – “don’t be boring“) back in 2002, they had decided to switch from cork closures to screw-caps across their entire portfolio. In doing so, they thought through how the screwcap would impact each of the senses during the experience of opening a bottle of wine. They decided the benefits of well-preserved wine would offset any change to the sensual aspect of opening a bottle but for one – the sound of the cork being pulled. To any wine fan, that distinctive “pop” is like Pavlov’s bell – the call to dinner. Or to “fun”, in this case.
They considered inserting a tiny sound device into the screwcap. The device had one job – to replicate the sound of the cork’s pop. Just once. That was it’s sole purpose in life. Sadly, it was not cost-effective.
But now the beverage giant, Pepsi, is considering a similar device, according to CassandraDaily. It too overcomes it’s products’ shortcomings, but in their case it’s not a sound that’s missing. It’s scent. Sodas simply don’t have a naturally appealing aroma.
So after billions of plastic twist-off caps yielding nothing but the smell of plastic, Pepsi has filed a patent for an aroma delivery system that embeds aroma capsules in the seal of every bottle.
I wonder if this will lead to the ability to craft personalized scents for your Pepsi? Wake me up when they create one that smells like Pinot Noir.
Wait, Pinot-scented Pepsi sounds disgusting. Never mind.