The Symphony of Taste: Unlocking the Power of Sonic Branding in The World of Food and Beverage

The food and beverage industry has been at the forefront of sonic branding for a long time. The reasons behind this are rooted in the innate power of music and sound to influence emotions and enhance brand recall. However, what sets the food and beverage sector apart is a unique relationship between taste and sound.

Many people are unaware of the incredible correlation between sound and taste. Let’s take a few minutes to explore this and dive into the deep connection sonic branding has in the food and beverage industry.

Sound Influencing Taste Perceptions:

Sound has the remarkable ability to elevate taste perceptions. Numerous studies highlight the effectiveness of sonic branding, emphasizing that a brand's sonic logo infuses the meaning and emotion consumers associate with the brand. A Forbes article sheds light on how neuroscientists have uncovered the profound impact of sounds on the brain's limbic system, specifically activating the amygdala (responsible for processing emotions) and the hippocampus (essential for episodic memory).

In the realm of establishing emotional connections, sound emerges as perhaps the most influential sense. Emotional responses, in turn, play a pivotal role in shaping taste perceptions, as highlighted through a study by Noel and Dando in 2015.

In essence, the formula is clear: sound influences emotions, which, in turn, shape taste perceptions. This intricate relationship is coined as "sonic seasoning" and has spurred a growing field of research into how sounds can impact the eating and drinking experience, enhancing food flavor through sound. 😋

This neurological response forms a compelling reason for the food and beverage industry to invest in sonic branding, understanding that the marriage of sound and taste creates an unparalleled opportunity to engage and captivate consumers in a multi-sensory journey.

Enhancing Sensory Experiences:

With the potential that sonic seasoning presents, there will undoubtedly be major innovations in this space, as the food and beverage industry thrives on creating sensory experiences. Thinking about a comforting jingle associated with a well-known coffeehouse or the sizzle of food being grilled at a popular fast-food chain, it’s just the tip of the iceberg of possibilities. Sounds evoking emotions and creating heightened sensations of taste can open the door for more immersive dining experiences, as well as more memorable and meaningful associations with a brand.

Sonic Strategies in Action:

Starbucks exemplifies the industry's innovative approach, taking the concept of sonic branding to new heights by curating unique playlists that enhance the ambiance of their coffee shops. The carefully selected music not only aligns with the brand's image but also enriches the overall customer experience. This strategic use of sound extends beyond a mere jingle, creating a holistic and immersive brand environment that resonates with consumers on a deeper level.

Sonic Seasoning Insights:

Research conducted in 2022 by Cadbury begins to unpack some insights on how music influences the taste of chocolate. A few fascinating takeaways from their study are below.

• Sounds with a high pitch match chocolate with crunchy texture
• Musical notes that are low complement nutty flavors
• Mellow sounds bring out the soft spongy textures
• Steady rhythm boosts smooth texture
• Quick upbeat music matches surprising textures that crackle and pop

Reflecting on Past Work:

It’s interesting to take these relatively new insights from Cadbury’s research and look back at our previous chocolate campaigns to see how the music and product align with their findings. For instance, our work with Ferrero Rocher, on their “Celebration Has Arrived” campaign produced remarkable results, but did it have anything to do with these factors?

The campaign featured the nutty flavors and smooth texture of the Ferrero Rocher chocolate. According to Cadbury’s learnings, that would most effectively match with musical notes that are low and a track that has a steady rhythm. It seems to track with our custom music, but judge for yourself. 🤔

The Future of Sonic Branding in Food and Beverage:

From personalized soundscapes to interactive dining experiences, the potential to further elevate the connection between taste and sound is vast. As technology advances and consumer preferences evolve, the food and beverage industry continues to explore new frontiers in sonic branding.

Click here to get in touch with our sonic experts, if you’d like to chat about some innovative ways to create an unforgettable experience for your food or beverage brand.