A chip crunching audio logo.
A branded luxury wellness experience.
A home renovation ASMR video.
Here are some campaigns that made me say “wow” this week!
Tostitos
The chip brand continued its rollout of a 1.5 second long audio logo featuring chip crunching and a salsa jar opening. The craziest part? According to a customer survey, the audio logo received a brand recall rate 20% higher than what’s typically seen for CPG food brands. The survey also found a 13% higher overall brand appeal score compared to the norm for CPG foods. Plus, 64% of respondents thought the sound was fun and 64% of 18-34 year olds said the sound embodied the brand. It’s no unknown fact to marketers that good jingles and audio signatures stick. But, what elements make for an impactful audio logo? Could this be a nod towards the rise of audio trends on social media and podcast platforms? Is this the modern refresh of jingles in advertising?
Lexus
Four luxury wellness spas and resorts now offer branded experiences through Lexus, providing guests with high-class transportation, meal, and stay bundles called the ‘Lexus Living in Luxury’ packages. Plus, Lexus owners receive discounts and VIP welcome gifts. “After the last couple of years we have all experienced, it’s no surprise to see the focus on self-care paired with the desire to get away resulting in demand for wellness travel,” said the vice president of marketing for Lexus, Vinay Shahani.
Angi
The home services brand Andi tapped into the viral trend of ASMR in their recent brand campaign, which shows how ‘oddly satisfying’ home renovations can be. Home care tasks like caulking and painting calm the senses when done right – as shown in Angi’s TV, radio, podcast, and social media content. ASMR videos featuring stunning visuals and crisp sounds help show the ease and satisfaction of renovating your home the right way. The ‘oddly satisfying’ online trend promotes a sense of happiness and ease of mind, clearing away stress for content viewers.
