NEUROFORMED
Using Neuroscience to Change Minds
Soda Stream 2023
Neuroformed Ltd were invited to contribute some UK public relations support for the global Soda Stream "If you can dream it you can stream it" campaign.
The overall aim was to enhance the message that the possibilities for creativity are virtually endless when you use the world's premier sparkling water maker to create novel beverages using a variety of juices, cordials, spices and other natural flavourings.
Original art was commissioned from a graphic designer to create limited addition art inspired by the neuroscience of pareidolia - hallucinating a wide variety of different visual objects that aren't actually there.
The art was made available to attendees at a glitzy Groucho Club launch event where a variety of tasty mocktails were available and Neuroformed Ltd CEO Dr Jack Lewis gave a short keynote speech to the assembled guests about the importance of ensuring that time is spared each day for daydreaming to facilitate creative problem solving.
He also described some of the impacts of dehydration on human brain function:
“When the brain’s water levels are even slightly depleted there is a noticeable drop in the speed at which these trillions of electrical brain messages travel, which has a negative impact on all sorts of different cognitive capabilities; attention, memory and problem solving to name but a few. But tap water can be boring for many so turning to sparkling water can be a great way to make hydration more exciting. When we get busy at work we forget to keep hydrated and forget to reflect, which is why taking the time to have a productive daydream is so important.”