https://www.adweek.com/adweek-wire/songtradr-highlights-the-difference-music-makes-in-advertising/
In the realm of advertising, music is not merely background noise; it's a powerful tool that can shape how audiences perceive brands. Songtradr, the world's largest B2B music company, recently conducted a comprehensive analysis of the impact of music in beer ads, revealing fascinating insights into how music choices can influence brand performance.
Unveiling the Top 10 Beer Brands
The Music of Beer report by Songtradr delves into the top beer brands of 2022, shedding light on the effectiveness of their music choices. This study encompasses a variety of advertising channels, showcasing how strategic use of music goes beyond traditional TV ads.
Super Bowl Showdown: Hits and Misses
To illustrate the profound impact of a single music choice, Songtradr compared the performance of four beer brands that ran standalone Super Bowl ads against their 2022 rankings. The results were illuminating:
Hit: Michelob Ultra
Michelob Ultra's "Caddyshack" themed campaign, featuring a blend of original and licensed music, emerged as a clear winner. The nostalgic references coupled with modern celebrities resonated well with their core demographic, leading to a significant 6.6% boost in emotion-weighted brand preference among Super Bowl viewers.
Miss: Busch Light
In contrast, Busch Light's use of Sarah McLaughlin's 1999 hit "Angel" fell flat. The mismatch with the brand's dynamic rock/country sound led to a 2.1% drop in overall brand preference compared to its 2022 position.
On The Fence: Budweiser
Budweiser's use of the iconic "Here Comes the King" march, supplemented by a Metro Boomin hip-hop track, resulted in a modest 1% bump in emotion-weighted preference. The study suggests that a more lively Metro Boomin remix of the "King" march could have further enhanced brand equity and engagement.
Beyond TV Ads: Heineken's Strategic Sound
The impact of music extends beyond TV ads, and Heineken emerged as a leader in strategic sound use throughout 2022. Scoring a remarkable 91% on Songtradr's Sound of Beer study, Heineken set itself apart through consistent use of creative re-recordings, offering high flexibility and customization while evoking nostalgia.
Creating Music Experiences with Heineken
Heineken's commitment to music went beyond traditional advertising. Collaborating with Songtradr Group company Massive Music, Heineken built a series of music experiences across genres and formats to showcase the brand's inclusive spirit. The company created playlists featuring diverse genres and hosted free concerts in Vietnam and Malaysia, fostering a connection with audiences beyond traditional advertising.
The Impact: Over 33% of Business Performance
Songtradr's Music of Beer report concludes that a thoughtful, consistent, and strategic use of music in branding and advertising content accounts for over 33% of beer brands' overall business performance. The study underscores the critical role of music in engaging consumers and creating emotional connections.
In the dynamic world of advertising, Songtradr's analysis reinforces the notion that the right music is not just brand-aligned and differentiated but also high in energy and arousal. As brands strive to leave a lasting impression, the harmonious relationship between music and advertising emerges as a key driver of success. After all, what better way to engage consumers and create emotional connections than through the universal language of music?