A recent commercial by Nescafe Classic has incorporated Autonomous sensory meridian responses known as ASMR triggers. The ad aptly utilizes sounds that can trigger a tingling and relaxing sensation amongst the viewers.
Nescafe Classic’s Autonomous sensory meridian responses ad suggests its viewers a coffee-rains combo to enjoy during the season of rains and downpours to keep them warm and happy.
Generally, rains in India tend to drive a strong craving sensation of want for a hot cup of tea. Through this ad, Nescafe presents an alternative in the form of a hot cup of coffee instead of the usual tea that everybody loves. The Autonomous sensory meridian response effect makes one instantly crave to have a cup of coffee after hearing the sound of coffee rain. The ad has made use of multiple sensory sounds including the sound of rain, the sound of boiling hot water and milk poured together, the shrill and tangling sound of a spoon that goes against the ceramic cup, and even the sounds of whispers. And each of these sounds triggers and stimulates the senses of viewers.
Last year, Nescafe Gold had attempted something similar to this kind of Autonomous sensory meridian response commercial that was widely welcomed and enjoyed by the viewers and has never failed to make a unique statement in its promotion since its establishment and has earned the hearts of many.
In recent times, we can see how brands are increasing the use of Autonomous sensory meridian response in their marketing campaigns to drive in more consumer engagement. This kind of advertisement that stimulates the senses of the viewers offers an opportunity to showcase their products from a sensory perspective. Some of the Autonomous sensory meridian response triggers are sounds of whispering, sounds of scratching, sounds of soft talking and physical touch, and even the sounds of turning pages of an old book.
In the past, IKEA has also used Autonomous sensory meridian response in some of its advertising campaigns. Lush, a British cosmetics brand, has also collaborated with Taylor Darling, an Autonomous sensory meridian response artist, to promote its products.
So just Warp up to rains with Nescafe!
Follow and connect with us on Facebook, LinkedIn & Twitter
