The Sounds of Advertising: Why What We Hear Matters More Than Ever
The Sounds of Advertising: Why What We Hear Matters More Than Ever
In an industry obsessed with visuals, cinematic shots, hyper-polished product renders, and scroll-stopping design, it’s easy to forget that some of the most powerful advertising doesn’t just look good. It sounds unforgettable.
Sound has always played a crucial role in advertising recall. From nostalgic jingles to the satisfying crack of a soda can, audio can trigger memory and emotion faster than visuals alone. Today, as audiences grow numb to endless visual content, brands are rediscovering and reinventing the power of sound to cut through the noise. Whether through revamped jingles, ASMR-style sound design, or the strategic use of hit music, advertisers are learning that sometimes the smartest move is to make people listen.
Nostalgia Meets Modern Culture
Jingles are one of advertising’s oldest tools, but they’re far from outdated. In fact, brands are finding new life in old melodies by remixing them for modern audiences.
A great example is Folgers and its iconic “The Best Part of Wakin’ Up” jingle. Recently, the brand reintroduced it as a full-fledged anthem, updating the sound and style to resonate with younger listeners. Rather than abandoning the jingle, Folgers leaned into its nostalgic power while refreshing its execution, bridging generations through a familiar tune.
Similarly, CeraVe cleverly remixed its jingle to tap into TikTok humor, embracing internet culture rather than resisting it. Fanta also brought back its “Wanta Fanta” jingle, reimagining it for a new era while keeping its playful, recognizable core intact.
Why this works:
Jingles create memory structures. When refreshed thoughtfully, they combine recognition with novelty, a powerful pairing in advertising psychology. People feel like they already know the brand but are intrigued enough to pay attention again.
What we can learn:
Don’t discard legacy assets. Reinvention can be more powerful than starting from scratch. If a sound already lives in people’s heads, updating it may be smarter than replacing it.
ASMR and Sensory Branding
Sometimes, the most effective “music” isn’t music at all.
Think about the crisp pssst of a soda can opening or the fizz that follows. These sounds are instantly recognizable and deeply satisfying. Brands have increasingly leaned into these sensory cues, often amplifying them through ASMR-style production to make them even more immersive.
Companies like Coca-Cola and Pepsi have long used these audio signatures, but today’s executions are more intentional. The sound design is cleaner, louder, and often isolated, forcing the audience to focus on the sensation itself.
This approach taps into a broader cultural trend: ASMR (Autonomous Sensory Meridian Response), where subtle, satisfying sounds trigger emotional and even physical reactions. By incorporating these elements, brands turn simple product interactions into sensory experiences.
Why this works:
Sound can simulate touch, taste, and feeling. A well-crafted audio cue can make you feel the refreshment of a drink or the smoothness of a product without ever physically experiencing it.
What we can learn:
Every product has a sound. Instead of layering it under music, consider spotlighting it. In a crowded media landscape, simplicity and sensory clarity can be more impactful than complexity.
Borrowing Cultural Momentum
If jingles build brand-owned memory, hit songs tap into existing cultural emotion.
Brands are increasingly licensing popular music to instantly connect with audiences. A great example of this trend is the use of rising pop artists like Chappell Roan in retail campaigns for brands like Target. By featuring a track that audiences are already streaming, sharing, and emotionally invested in, the ad inherits that energy.
This strategy is backed by research: music has been shown to significantly boost ad recall and emotional engagement. When a viewer recognizes a song they love, they’re more likely to pay attention and remember the brand associated with it.
Why this works:
It shortcuts the emotional buildup. Instead of creating a mood from scratch, brands borrow one that already exists in the cultural zeitgeist.
What we can learn:
Relevance matters, ut it’s not just about picking a popular song; it’s about alignment. The music must match the brand’s identity and the story being told, or it risks feeling forced.
Why Sound Matters Now
As advertising becomes increasingly visual, especially on platforms like Instagram, TikTok, and YouTube, visual fatigue becomes increasingly real. Audiences scroll past polished imagery without a second thought.
Sound, however, has a different relationship with attention. It can interrupt, engage, and linger in ways visuals often can’t. A catchy melody, a nostalgic jingle, or a satisfying sound effect can stay in someone’s mind long after they’ve forgotten what the ad looked like.
This shift is pushing brands to think more holistically about sonic branding not just as an afterthought, but as a central creative element.
Listening as a Creative Strategy
So what can we, as students and future advertisers, take away from all this?
Sound is not secondary. It’s a primary driver of memory and emotion.
Nostalgia is powerful but only when refreshed. Old jingles can thrive in new contexts.
Simplicity can cut through clutter. Sometimes a single, well-crafted sound is enough.
Cultural alignment is key. Hit songs work best when they feel authentic to the brand.
Most importantly, we should start thinking of advertising not just as something people see, but as something they hear and feel.
In a world saturated with visuals, the brands that stand out might just be the ones that understand the value of turning down the noise and making us listen.