The new Cola Cola ad campaign was created within a social experiment form. Japanese inventor and DJ Jun Fujiwara embedded a sound-recording device in a Coca Cola bottle and recorded 'sounds of happiness' around Tokyo, Japan.
The recorded sounds consisted of anything from meal makings in restaurants to laughter heard from a kindergarten class. This talented artist toured around the city to record the every day melodies that brought us joy and mixed them with the famous acidic sound that came out of opening coke bottles.
The music-making commercial is novel, exciting and relevant to Coke's brand image. These mixes made in the making of the commercial are sampled into ringtones that can be downloaded on the Coca Cola website.
Music-Making Bevarage Ads
The Coca Cola Ad Explored Recording Sounds of Joy Around Tokyo
Trend Themes
1. Location-based Advertising - Incorporating sounds of specific geographic areas into advertising campaigns has the potential to create novel, location-specific experiences for consumers.
2. Multisensory Marketing - Integrating multiple senses like sound and taste could revolutionize advertising campaigns, providing a more immersive experience for consumers.
3. Bringing Major Industries Together - Merging industries like music and beverage can create innovative products and marketing campaigns that disrupt the traditional ways of advertising.
Industry Implications
1. Beverage Industry - By incorporating unique sounds and multisensory marketing, the beverage industry could create a more engaging and enjoyable experience for consumers, potentially increasing sales.
2. Music Industry - Collaborating with other industries like the beverage industry to incorporate sounds into marketing campaigns could create new revenue streams for the music industry.
3. Advertising Industry - Integrating location-specific sounds and multisensory marketing could provide advertising agencies with new opportunities to create unique campaigns that better resonate with consumers.