Five Products: Showing How Sound Shapes Modern Consumer Experience
Sound has quietly become one of the most influential tools in modern product design. Brands are engineering it, refining it and sometimes stumbling into it without even realising they’ve created a powerful sensory asset. As Andrew Wardlaw, Chief Ideas Officer at MMR Research, puts it: “Sound is memory’s fast-track. When brands get it right, it becomes the shortcut to meaning, emotion and instant recognition.”
And he’s right. From the crack of a chocolate shell to the force of a spray nozzle, sound can signal efficacy, elevate experience, build distinction or spark social buzz. It’s a multisensory bridge between what consumers expect and what they actually feel.
Multisensory design has been linked to memorability, and with so-called mental availability top of most marketing agendas, investment into product sonics literally makes a sound investment. Furthermore, sound can result in more distinctive brand assets with the power to create space between brand and private label copies.
With sound taking centre stage in the latest episode of Impact Makers, we’re looking at five products that show just how far brands can go when they treat audio as an ingredient, not an afterthought.
1. Cillit Bang 100% Limescale Remover (UK)
This spray is already known for its “no-nonsense” effectiveness, but what really sets it apart is the sharp, high-pressure hiss it releases the moment you spray. From an application point of view, this sound primes users for power and precision, telling them the product is cutting through grime and limescale before they even see the foam working. The sound communicates confidence: this is not a gentle cleaner; it’s a heavy-duty limescale destroyer. Available in a 750 ml spray bottle.
2. Galaxy Smooth Milk Chocolate Bar (UK)
Galaxy took sound science literally when they commissioned a bespoke track called “Sweetest Melody”. Composer Dr. Natalie Hyacinth used decades of sensory-science research (multisensory integration) to design a piece of music that enhances the perception of sweetness and creaminess while you eat.The piano-led melody, layered with harp and strings, echoes the smooth texture of Galaxy chocolate. When you listen while eating a square, the sound shapes how your brain perceives flavour, making the bar feel even creamier and richer. That’s clever use of sound to amplify product experience. The Smooth Milk variant is available in 40 g, 110 g, and 200 g formats
3. Magnum Utopia Range (NL)
Magnum Utopia takes the brand’s famous crack and pushes it into new territory. This range is the first time Magnum has used what it calls “groundbreaking marbling technology” to create a genuinely multisensory experience. The chocolate shell is thicker, beautifully marbled and engineered to snap loudly and cleanly the moment you bite in. That crack validates the premium craftsmanship: it tells your ears that the shell is substantial, that the chocolate is well-tempered, and that the experience is high quality. This sound enhances the multisensory experience, reinforcing the brand’s message of indulgence and luxury.
4. Rice Krispies Strawberry (US)
Rice Krispies is the OG of sonic branding thanks to its iconic snap, crackle and pop. The Strawberry variant adds a fun twist to that famous trio. The colours and flavour are new, but the familiar popping sound carries the emotional equity of childhood breakfast tables. From an application side, the noise acts as reassurance that the cereal is fresh and lively, giving kids a reason to stay engaged and parents a reason to trust it. Sold in standard and family-size cereal boxes.
5. Tostitos (US)
Tostitos has leaned straight into culture by turning the sounds of its chips and dips into music. Crunches, clinks, snaps and jar pops were recorded and mixed into a brand-led track that consumers could recreate or remix online. It’s a playful transformation of everyday snacking into social content.
This approach shows the power of sound in building online presence and advertising. Tostitos didn’t just use audio; it made sound the hero, creating something people wanted to share and participate in.
Sound is one of the few product cues that hits consumers instantly, works across cultures and creates emotional stickiness without requiring a single word. The opportunity for brands is simple: treat sound like a strategic asset instead of an accident. Whether it’s a crunch, a crack, a fizz or a spray, these sonic cues help products stand out on shelf, deliver a more memorable experience and communicate value long before taste or scent kicks in.
If you’d like to explore how your product could leverage sound to boost distinction or deepen consumer connection, let’s talk.