In a world with endless snack options, many CPG brands are looking to stand out in the supermarket aisle by taking a sound-on approach to marketing and investing in a sonic identity.
Consumer packaged goods have long used sonic cues in advertising to give their products personality, such as those with familiar brand mascots like Tony the Tiger or the Kool-Aid Man. But today, modern CPG brands are seeing their marketing ecosystems branch out of linear advertising and into the digital world.
Consumers, especially Gen Z, are spending less time watching television and turning to audio-first formats like TikTok, Instagram, and “phygital” activations, where sound is integral to these experiences. In fact, a recent study showed that 75 percent of Gen Z consumers say music helps them feel more connected to a brand. In this shifting landscape, a strategically crafted sonic identity system is no longer a nice-to-have but a …