The Jell-O gelatin brand, owned by The Kraft Heinz Company, has set out to discover what the world’s most enthusiastic hobby is. And to do this it has turned to innovation and technology, creating “Jell-Ometer”, which it presents as the first device capable of quantitatively measuring the intensity of fans in real time.

It is, as the brand explains in a statement, a pioneering technology that transforms the noise, movement and emotion of the public into “jiggles” (vibrations), the little dance that Jell-O claims its jelly does when it moves. With the abbreviation Js, the brand establishes the recognizable movement of its product in a new “official” metric to identify the most passionate fans.
It has been designed together with the Gut Miami agency.

According to Jell-O, the “Jell-Ometer” is based on a patented vibration detection technology using plates, which allows it to capture the sound pressure produced by the energy of a crowd and convert it into mechanical movement. That intensity is visualized by the iconic jelly vibration at the top of the device.

The particular meter quantifies the passion of fans in real time on a scale of one to ten “jiggles” (Js), where one is equivalent to the hum of a microwave and ten is equivalent to the roar of an earthquake. Unlike a traditional sound level meter, which indicates the volume of a sound, the “Jell-Ometer” sample creates an interactive way to see and experience the energy of a hobby.

“For more than 125 years, Jell-O has been enticing consumers with its iconic ‘vibe,’ so we’re putting its core capital at the service of sports fans to see the impact of these moments that occur in stadiums, from the quietest moments of tennis matches (1-2 Js) to the decisive ‘fanquakes’ (10 Js)“; commented Todd Kaplan, Marketing Director at Kraft Heinz for North America, via LinkedIn.

The initiative involves linking the brand to the sports field. “With the ‘Jell-Ometer’ we’re bringing our iconic jelly move to sports to give fans something they’ve been waiting for a long time: the chance to brag about having the most passionate fan base. The ‘Jell-Ometer’ doesn’t take sides, it simply measures madness”said Kathryn O’Brien, Director of Dessert Marketing at Kraft Heinz.

The meter made its first official appearance on April 3 at the New York Islanders hockey team’s game at the UBS Arena. In order to carry out future measurements, the brand has put the fate of the “Jell-Ometer” in the hands of social media users, where it is asking fans which sporting event they should attend next. Between. Suggestions from fans include soccer games, or wrestling matches.