Cola Wars of the senses

Branding specialists like to talk about the ‘brand experience’. We like stories. We like adding new dimensions that competitors don’t have.
When the Cola World gets it right…

Singapore Airlines trademarked their smell, KFC trademarked their secret herbs and spices…now this. Coca-cola had been experimenting with the sounds of their product as blipverts in the Intrinsics campaign; 5 second ads with simply their logo and the sound of a Coke being opened or someone going ‘ahh’.
Now they’re using the sounds in order for the ‘Crave’ spot above – after all, if a jingle can be associated with a product and get stuck …read more