Food in Audio-Based Marketing: The Tostitos Sonic Logo

Food is something that appeals to a few key senses. First is sight, as the presentation and coloring of a food will shape our opinions of freshness and edibility. Then comes the smell. A hot plate with a delicious scent will attract anyone, and contributes heavily to our eating experience. Finally, and most obviously, is taste. The taste of a food is what keeps us coming back and can linger in the mind for life. When it comes to branding and marketing food, sight is the clear winner and easily the most effective choice. A little steam rising from a plate of Tostitos covered in cheese can evoke memories of the other essential senses. That begs the question, how would a brand like Tostitos market in an audio-focused medium?

Podcasts and other sound-based content have found increasing popularity over the past few years, and food brands have a greater challenge defining themselves within the market. How can a food brand call upon this sense to represent it? Tostitos is shaking up the medium with a brand new sonic logo. Listeners will experience the cracking of chips, the clinking sounds of salsa jars and  get a sense of enjoying a bag of Tostitos with friends. The strength of this sonic logo lies in its variety. Instead of focusing exclusively on the crunch of chips, it includes the sound of salsa jars, reminding the audience of all of Tostitos’ offerings. 

If you want to learn more about the topic, then check out our episode on sonic logos on the Speaking Human Podcast!