Coca-Cola - A Print Campaign You Can Hear

Give a listen …


In my first marketing book, which BTW is now nine years old (!), I wrote about a brand should own certain marketing assets to help consumers remember and identify with it. Color can be one asset, as can sound. Now we could probably assume that if a brand is using sound then consumers should be able to hear it. Seems obvious.

Not so fast! Coca-Cola just launched a series of print ads that rely on sound but there’s no sound! What?!


And that’s exactly the point. When sound is such a big part of a brand and when it’s super powerful, then consumers don’t really even need to hear it! Whoa!


Not an easy feat, but one that I believe Coca-Cola pulls off. Right?!? What’s your experience? JIM