In the world of sensory marketing, sound plays a role just as vital as visuals. A well-designed audio track not only grabs attention but also enhances message recall and creates an emotional bond with the brand. Over the past few years, numerous advertising campaigns have etched themselves into the public’s memory thanks to distinctive sounds, melodies, or jingles. What can we learn from them, and how can we create effective audio communication?
A Sound That Sticks
Just a few notes can instantly evoke a brand – examples include Intel’s chime, McDonald’s “ba-da-ba-ba-baa,” or the product startup sound from Apple. These aren’t coincidences – they’re the result of carefully crafted sound identity. Each of these sounds has become a sonic logo, instantly recognizable and requiring no further context.
Why Does Sound Work?
From a psychological perspective, sound reaches the brain faster than visuals. It immediately activates emotions, recalls memories, and builds associations. For marketers, this is a powerful tool that – when used correctly can help a brand stand out amid a sea of similar content. In an age of short-form video, fast scrolling, and multitasking, an effective audio track can be the element that holds a user’s attention for those few crucial seconds.
The 5 Most Memorable Advertising Sounds of Recent Years
- Netflix – “ta-dum”
A simple yet highly recognizable sound that opens every Netflix production. It conveys suspense, quality, and prestige – immediately. - Apple – startup sound
Subtle, elegant, and consistent – a symbol of reliability and premium quality. While not present in every campaign, it’s a sonic hallmark of the brand. - Coca-Cola – bottle opening and sipping sound
Frequently used in campaigns to symbolize refreshment and pleasure. It’s an audio shorthand for the emotional experience Coca-Cola aims to deliver. - Intel – five-note jingle
One of the most iconic examples of audio branding. Present in brand communications for over 25 years – simple, techy, and unforgettable. - McDonald’s – “I’m lovin’ it”
Launched in collaboration with Justin Timberlake, this audio logo became a global symbol of the brand and still features in nearly every campaign.
What Can We Learn?
- Consistency – Brands that stick with a single audio motif over time build stronger associations.
- Simplicity – Overly complex sounds are harder to remember. A clear, simple motif acts like a logo – instantly recognizable.
- Brand alignment – Sound should reflect the brand’s personality and the emotions it wants to convey.
How to Build a Brand’s Sonic Identity?
Creating a consistent sound identity doesn’t require massive budgets. Increasingly, brands are turning to professional music libraries that offer ready-made compositions or flexible tracks tailored to specific needs.
One such platform is Closer Music, which offers music for businesses, creative agencies, and video creators. With a diverse catalog, it’s easy to find the right sound to match a campaign’s mood, brand values, or tone – without legal risk and with professional quality.
Conclusion
Sound has become an essential part of modern branding. The most memorable campaigns of recent years prove that sound identity can be a key factor in a message’s success. That’s why it’s worth paying attention to what your audience hears – just as much as what they see.