Close your eyes. Let taste do the talking.
Mystery Rice turns the discovery of Rozy rice into a blind tasting. The audience follows reactions, shares questions and awaits the reveal.
Discover the range through experience.
Three participants taste without seeing. We removed the visual cue so textures, flavours and reactions take centre stage. The public’s curiosity moves forward alongside theirs.
The teaser creates mystery; the reveal ties the experience to the products; the activation invites people to recreate a recipe and identify Rozy. The discovery then continues with an action anyone can do in the kitchen.
The mystery sets in
The first reactions open a puzzle. Tasting draws attention to what is felt before revealing what is being eaten.
Recognize the pleasure, eyes closed
Participants taste before discovering the range. This order gives surprise and pleasure priority over the brand message.
The experience continues at home
The experience invites a follow‑up in the kitchen. Anyone can make a recipe and share it with Rozy, moving from discovery to personal interpretation.