Food brands pair their products with curated music selections
Trend - Food and beverage brands are enhancing the consumption experience by pairing their products with musical or auditory selections, which aim to evoke feelings in the customer. By curating musical associations with the products they offer, these brands are able to create more interactive and creative purchase experiences for consumers, at a low cost to the brands themselves.
Insight - Consumers' appreciation for immersive experiences can be observed in most industries, and pairing a traditional product or purchase journey with an element that's not typically observed alongside it is a simple way that brands accommodate the consumer desire for unique product experiences. The emotions evoked through music, for example, are able to build bonds and familiarity between the brand and the customer–creating more inherently positive associations for consumers that have a long-lasting impact.
Insight - Consumers' appreciation for immersive experiences can be observed in most industries, and pairing a traditional product or purchase journey with an element that's not typically observed alongside it is a simple way that brands accommodate the consumer desire for unique product experiences. The emotions evoked through music, for example, are able to build bonds and familiarity between the brand and the customer–creating more inherently positive associations for consumers that have a long-lasting impact.
Workshop Question - How could your brand pair music, or another form of creative expression, with its product/service?
Trend Themes
1. Multi-sensory Marketing - Food and beverage brands are enhancing the consumption experience by pairing their products with musical or auditory selections.
2. Branded Podcasts - Retailers are leveraging podcasts as a way to connect with audiences and help brands show up in the right way.
3. Kitchen Music Playlists - Music and recipes go hand-in-hand, especially in enhancing the experience of cooking in the kitchen.
Industry Implications
1. Food and Beverage - By curating musical associations with the products they offer, these brands are able to create more interactive and creative purchase experiences for consumers, at a low cost to the brands themselves.
2. Music and Entertainment - Across the food and beverage industry, brands have been embracing multi-sensory marketing as a way to engage even more of a consumer's senses.
3. Podcasting - Retailers are leveraging podcasts as a way to connect with audiences and help brands show up in the right way.
