VML and Tennessee Tourism Launch “Sound Bites”

VML and Tennessee Tourism Launch “Sound Bites”

VML and Tennessee Tourism together launched “Sound Bites,” a new platform that uses Oxford University–backed “sonic seasoning” — the idea that elements like tempo, pitch and instrumentation can systematically influence how the brain perceives sweet, sour, salty, bitter and umami tastes. Rather than treating music as background ambiance, the campaign transforms Tennessee’s musical heritage into an ingredient you can taste. Sound Bites pairs two o…