ASMR Marketing Concept for Vallformosa Cava

Creative direction · Sensory marketing · Early cultural pattern recognition

The Challenge

While working at THE FLASH CO, an innovation consultancy, we were collaborating with Vallformosa Cava on an innovation project. The project focused on developing a new product format – sparkling wine in cans – an idea that was still highly unconventional in the Spanish market.

My role within the project focused on marketing innovation.

Vallformosa Cava asked us to explore new creative directions that could position this product in a fresh, contemporary way and differentiate it within a category that historically relied on very traditional communication styles.

Black line drawing of a slender, elongated bird standing on the ground with a long neck and beak, facing left, against a plain white background.

Insight Formation

During that period, I discovered ASMR – a niche format on YouTube at the time, mainly used by people dealing with anxiety or insomnia. Listening to ASMR on my train rides home, I noticed how immersive and soothing it was. The sounds, textures and sensory intimacy created an atmosphere very different from conventional media.

When I sat down to think about Vallformosa’s brief, something clicked:

What if this emerging sensory language could be brought into marketing?

What if a sparkling wine – full of sound, texture and micro-sensory moments – could be communicated through ASMR?

A woman with glasses and headphones sitting on a train, with a laptop, phone, notebook, and pen on the table in front of her. She is smiling with her eyes closed, listening to something. The laptop screen shows her image, with a microphone and fairy lights.

The Concept

I proposed a sensory-driven, ASMR-inspired campaign for the new canned cava – a direction centred on engaging multiple senses and creating an immersive sensory experience around the product.

The concept included:

  • close-up effervescence sounds of bubbles rising

  • the crisp opening of the can

  • the tactile softness of condensation on metal

  • slow, visually satisfying shots of pouring and movement

  • a soundscape designed to relax, engage and captivate

The goal was to make the audience feel the product rather than simply see it, translating the sensory qualities of ASMR into a brand experience that was intimate, contemporary and sensorially rich.

At the time, almost no brand was using ASMR in their communication. The idea aimed to position Vallformosa as an early mover in a trend that was just beginning to emerge online.

Collage showing a close-up of a beverage can with condensation, pouring champagne into two glasses, and a hand opening a can of Vallformosa sparkling wine. The background is warm and bubbly, with a pair of black earbuds and Spanish text reading 'Burbuja Frizzantes ASMR' and 'Vallformosa'.

What This Case Reveals

When the concept was presented, it was considered too unusual for the category and was not selected.

In the years that followed, ASMR entered mainstream advertising, used by global brands to create immersive sensory-driven campaigns.

This case illustrates my ability to:

  • Detect emerging trends before they enter mainstream culture

  • Translate them into strategic creative directions

  • Bridge emerging digital culture with brand storytelling

Go back to read other cases

What This Case Reveals

When the concept was presented, it was considered too unusual for the category and was not selected.

In the years that followed, ASMR entered mainstream advertising, used by global brands to create immersive sensory-driven campaigns.

This case illustrates my ability to:

  • Detect emerging trends before they enter mainstream culture

  • Translate them into strategic creative directions

  • Bridge emerging digital culture with brand storytelling

Go back to read other cases