Extra and Joelah Noble Partnered to Create Chewns
Laura McQuarrie — November 19, 2024 — Marketing
References: youtube & campaignlive
Extra teamed up with BBC Radio 1Xtra presenter Joelah Noble to launch Chewns, an ASMR album featuring tracks created from the sounds of chewing gum. On the album, fans can unwind with tracks like Peppermint Tingles, Gum 'N' Bass, and Got Chew on My Mind.
While Joelah Noble took on the role of DJ, producer and composer for these tracks, Extra Chewing Gum is credited as the featured artist.
An anxious generation is turning to ASMR—the phenomenon that causes people to feel pleasant sensations and deep relaxation in response to certain stimuli—as a soothing refuge, making time for escape from the relentless pace and stresses of modern life. Much like minty chewing gum, these tracks help to provide a sense of refreshment during moments of need.
While Joelah Noble took on the role of DJ, producer and composer for these tracks, Extra Chewing Gum is credited as the featured artist.
An anxious generation is turning to ASMR—the phenomenon that causes people to feel pleasant sensations and deep relaxation in response to certain stimuli—as a soothing refuge, making time for escape from the relentless pace and stresses of modern life. Much like minty chewing gum, these tracks help to provide a sense of refreshment during moments of need.
Trend Themes
1. ASMR Audio Albums - Involving sensory-rich ASMR sounds into music albums creates a novel auditory experience aimed at relaxation and stress relief.
2. Collaborative Branding - Partnering with influencers and popular figures to create unique products fosters a deeper connection with contemporary audiences.
3. Multi-sensory Marketing - Leveraging familiar sensory experiences like chewing gum sounds in marketing materials can create an immersive and memorable consumer interaction.
Industry Implications
1. Music and Entertainment - Integrating unconventional sound elements into traditional music formats presents fresh avenues for content delivery and audience engagement.
2. Health and Wellness - There's a growing market for novel relaxation tools that cater to stressed and anxious consumers seeking effective methods for mental well-being.
3. Food and Beverage - Creative campaigns that highlight common sensory experiences in new contexts can enhance brand perception and customer loyalty.
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