Some sounds immediately evoke images in our minds. The “duh-dum” on Law and Order, and the chime telling us Intel is inside are examples. The marketers at Tostitos were looking for a way to identify their products with sound, but chips all sound pretty much alike, right? Tostitos Marketing Director Hana Golden enlisted the help of Made Music Studio, an “emotional connection company that specializes in branded sound designs” that has created audio identities for many large brands. Ms. Golden and Made Music Studio executive vice-president John Taite talked with WGN’s Steve Alexander about the creation process, and they shared the final product.
How Tostitos found its identity in sound.