Sunday , April 11 2021

"Listen" to these new print ads from Coca-Cola




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Typically, you do not think the print ad can be heard. But Coca-Cola recently launched a printing / open campaign in Europe that, although you are trying the best, you will probably hear it. Not all brands could get away with such an idea, but Coca-Cola can and does not. Here's why.

First, the ads will then crash why I think it works. If you click on the images, the image and "sound" will & nbsp; increase.

Forget it.

Coca Cola

They think you heard the same thing.

Coca Cola

And you definitely heard it.

Coca Cola

It only works with high closeness.

An idea like this could not work with a new brand. The new brand has no conscious and unconscious closeness and affinity closed in our collective mental vaults. But Coca-Cola does it. We all enjoyed Coca-Cola at some point, right? We all tested the ads, the red & amp; white branding, script logo, packaging, bottles, bottles with wavy shapes, brown color of the liquid, bubbles, refreshing taste of a giant pig. And the way we all experienced the corresponding sounds of the "Coca-Cola Experience."

In fact, I'm a longing for Coca-Cola right now after I wrote the last sentence.

But only after this kind of visceral familiarity with the "Coca-Cola Experience" can we be strengthened in the way this campaign sets us on. Only after the lifetime of the experience with this brand and the product of this brand we can be instigated only by proposal to sound. It's not a real sound, it's a sound suggestion.

These ads are like triggers of ghosts. The sounds exist only in our minds. They are hearing stories, but we swear that they exist.

The real sounds are not so loud.

Now, Coca-Cola could choose to create videos or television spots where the hero was a true iconic sound of a Coca-Cola experience. A sound designer will have a field of day with a bottle cap opens or a "pshht" of opening can open or the sound of a set of bubbles expires wildly at the tip of the meniscus of fresh spill Coca-Cola.

But they do not. They wisely tapped into our intimate familiarity and affinity with the brand / product that makes us create our own "sounds" directly from our own mental vaults. And you know what? They sound much more delicious and refreshing than anything a sound designer can fit.

Even the ads "do not" ourselves, listen to these iconic sounds. And, of course, given the power of reverse psychology, we can not "not" listen. The points left open for the reader are instantly and uncontrollably connected in our minds. Not only do mental sounds make richer, but remind us of, and cement, our familiarity and affinity with the Coca-Cola brand. But this is not the most important effect.

These imaginary auditory triggers make us want … the right thing.

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Typically, you do not think the print ad can be heard. But Coca-Cola recently launched a printing / open campaign in Europe that, although you are trying the best, you will probably hear it. Not all brands could get away with such an idea, but Coca-Cola can and does not. Here's why.

First, the ads will then crash why I think it works. If you click on the pictures, the image and "sound" will increase.

Forget it.

Coca Cola

They think you heard the same thing.

Coca Cola

And you definitely heard it.

Coca Cola

It only works with high closeness.

An idea like this could not work with a new brand. The new brand has no conscious and unconscious closeness and affinity closed in our collective mental vaults. But Coca-Cola does it. We all enjoyed Coca-Cola at some point, right? We all experienced ads, red and white branding, the script of the script, the packaging, bottle caps, wavy-shaped bottles, brown color of the liquid, bubbles, a refreshing flavor of the swig giant. And by the way we all experience the corresponding sounds of the "Coca-Cola experience."

In fact, I'm a longing for Coca-Cola right now after I wrote the last sentence.

But only after this kind of visual introduction with the "Coca-Cola experience" we can be shaken by the way this campaign is causing us. Only after the lifetime of the experience with this brand and the product of this brand we can be instigated only by proposal to sound. It's not a real sound, it's a sound suggestion.

These ads are like triggers of ghosts. The sounds exist only in our minds. They are sound stories, but we still swear that they exist.

The real sounds are not so loud.

Now, Coca-Cola could choose to create videos or television spots, where the hero was a true iconic sound of Coca-Cola. Sound designer will have a field of day with a bottle cap open or a "pshht" of can be opened or the sound of zillion bubbles expires wildly at the tip of the meniscus of fresh spilled Coca-Cola.

But they do not. They wisely tapped into our intimate familiarity and affinity with the brand / product, forcing us to create our "sounds" directly from our own mental vaults. And you know what? They sound much more delicious and refreshing than anything a sound designer can fit.

Even the ads themselves cause us to not listen to these iconic sounds. And, of course, given the power of reverse psychology, we can not "listen" to them. The points left open for the reader are instantly and uncontrollably connected in our minds. Not only do mental sounds make richer, but remind us of, and cement, our familiarity and affinity with the Coca-Cola brand. But this is not the most important effect.

These imaginary auditory triggers make us want … the right thing.


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