So your brand has decided that budget spent on building a credible association with music is a sound investment. However, amidst the big ideas there is still the niggling question of how to put your physical product at the heart of the campaign.
Back in the dark ages of music and brand partnerships (a mere 7-10 years ago) the on-pack promotion was about as far as product became integrated into any wider music experience; a free download here, a competition sweepstakes there. Traction was low on the whole and badging of product with music - slapped on like an afterthought - only served to highlight the gulf between brands, music and fans.
Things have changed dramatically since then, and the last few years have seen brands looking at a variety of ways to infuse product with music, from Pringles and Smirnoff turning packaging into physical speakers right through to Adidas devloping music creating footwear.
Here FRUKT takes a look at 3 recent music led campaigns that are putting the product centre stage.
Red Stripe - product as musical building blocks
‘Make Something from Nothing’, the first of a series of cultural projects under the 'Made with a Red Stripe’ banner sees the beer brand teaming up with a variety of creatives - including sound artist Yuri Suzuki and DJ Al Fingers - on a vast sound sculpture constructed out of Red Stripe product.
Envisaged as a celebration of the DIY culture of the brand's Jamaican roots (and pushing it’s sustainability credentials) the cans were collected from the Notting Hill Carnival and recycled into the 2.5 metre musical monolith.
It’s a clever fusion of culture, technology and art that turns the physical brand into a core component both in construction and the final production (with the metallic resonating of the cans an essential part of the aural experience).
Absolut - bottling up cultural sounds
Absolut has been busy rolling out a major integrated campaign in Miami of late, however it has also been developing an interesting sound installation project in India that places interaction with its iconic bottles at its core.
Absolut teamed up with the India Art Fair, turning ten of its bottles into audio artwork, enabling visitors to sample – through the use of ultra-sonic range sensors and monaural speakers - cultural sounds and music by placing their ear in close proximity to the bottle.
The brand is no stranger to melding together creative elements, such as music and art, into its marketing mix, and this particular example is once again testament to the brand’s ability to convey credible content without sidelining the product.
Beck's – Music inspires sales
Beck’s has a long history of working with the creative sector, infusing its brand with a raft of credible cultural content from music to high art. The ‘Music Inspired Art’ project which debuted in the UK a couple of years ago is currently up and running in New Zealand, inviting a number of bands (such as Cut Off Your Hands, Ghost Wave and Parallel Dance Ensemble) to partner with artists on the creation of bespoke beer labels. The tracks that inspired the labels are available to download via the brand’s Facebook page.
As with many of these partnerships the campaign sees Beck's acting as a facilitator of new creative content, however the difference here is that the whole premise centres around the brands core product putting creativity directly onto the bottle and utilising music as a direct sales driver.