Coca-Cola the latest to get into ASMRketing – seeing iconic sounds

Coca-Cola’s latest European campaign attempts to leverage an effect known as synesthesia, eliciting the memory of sounds out of pictures.

The new campaign is being distributed across print and OOH in Coca-Cola’s European market, arriving through David The Agency.

“As one of the most iconic brands in the world with one of the highest top-of-mind, we have earned a place in people’s heads,” says Camilla Zanaria, Central Eastern Europe (CEE) Coca-Cola content lead.

Coke can open

The campaign consists of a series of macro photographs, vignettes of classic Coca-Cola moments – bubbles fizzing on the surface of a cold glass, pulling the tab on a sealed can, the crisp pop of a Coke bottle cap. Each image teases with the caption, “Try not to hear this.”

“With this campaign we are aiming to activate that sensorial memory from our consumers, challenging them to hear an image for the first time, finishing our ad in their heads,” says Zanaria.

Coke bottle opening

Coca-Cola appears to building upon a growing number of brands dipping their toes into autonomous sensory meridian response (better known as ASMR) – a sensorial phenomenon categorised by tingling or ‘static-like’ sensations on the skin triggered by visual or auditory stimulus.

At the beginning of 2019, ME Bank got on the ‘slow TV’ bandwagon with an hour-long video of a craftsman hand making a ME Buck credit card using plastic moulds and a paintbrush.

According to ME, ‘Slow TV’ is part of a growing counter movement to today’s fast-paced world of real time, always-on connectivity.


 

Come Super Bowl time in February this year, beer brand Michelob ULTRA dove all the way into the ASMR trend. Michelob brought on Zoë Kravitz – actress, musician and daughter of ‘80s star Lenny Kravitz – to deliver a full, tingle-inducing experience.

Perched on a floating platform among mountain-top canopy, Kravitz whispers into binaural microphones and attempts to elicit empathetic responses similar to Coca-Cola’s posters with the sound of bottles clinking and opening.

 

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Josh Loh
BY Josh Loh ON 26 April 2019
Josh Loh is a newswriter and editorial assistant at MarketingMag.com.au