Schwartz is continuing its Feel Flavour promotional campaign with a new sensual, multi-dimensional spin-off. The brand of spices has collaborated with Grey London to create a Bluetooth-enabled vibrant “sonic” poster that plays music when touched.

The technology involves the use of “touch sensitive” inks, developed by the company Novalia, that trigger sounds on each touch. In fact, the poster that features an abstract picture in traditional condiments palette—yellow, brown, red, green, mustard-yellow and more—comes as an application, re-imagined as a paper piece. The music is played through a device of a person that touches the poster and thus reveals the “voices” of 16 different herbs and spices.

“We thought this would be a great way to dramatise flavour, something that is silent and invisible”, commented Andy Lockley, creative director at Grey London.

Their voices are transformed into unique musical chords that best depict the nature of the spice. When a person taps onto several elements at a time or one by another, a musical piece is created and played through Bluetooth on a smartphone or a tablet.

“Conductive ink is a prototype technology that puts the same type of capitative touch screen you have in a smart phone or tablet into plain old paper—effectively breathing new life into what many believe is a dying medium. Schwartz is the first brand to use this technology in a commercial application”, said Kate Stone, founder of Novalia.

Previously, as part of the Feel Flavor effort the brand released a flamboyant clip depicting bags with various herbs and spices, which explode to music.