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Products Need To Appeal To The Ears, Not Just The Tongue, Nose And Eyes

October 23, 2012: 12:00 AM EST
The sounds a product makes aren’t usually the first thing a consumer thinks of when shopping, but food, personal care and other consumer product marketers know sounds are still very important. The sounds of Rice Krispies ("Snap, Crackle, Pop") are an obvious example, but there are more subtle sounds, too, what marketers call the “intangibles,” and they work hard to get them just right. When they get them wrong, it can hurt sales. Frito-Lay had to pull an eco-friendly bag for its SunChips brand because the new compostable bags were too noisy. Other examples: the “Snapple Pop” when the bottle top is unscrewed, and the important “scritch-scratch” noise a Sharpie pen makes when writing.
Ellen Byron, "The Search for Sweet Sounds That Sell", Wall Street Journal, October 23, 2012, © Dow Jones & Company, Inc
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