The twist of a bottle cap. The clink of ice in a frosty glass. The long, slow, audible gulp of a refreshing Flying Fish. These are a few examples of the flavoursome sounds which typically provoke a tingling sensation down the back of the neck and which have turned ASMR into a global phenomenon of sensory experiences to soothe the modern soul. International audiences have embraced this love affair with sound, as evidenced by the countless ASMR YouTube videos, which are used to relieve stress and promote a certain joie de vivre.
Flying Fish has tapped into this global trend. The brand’s latest pioneering campaign invites South Africans to engage with the brand as they explore the feeling of what Flying Fish tastes like. Is it the crunch of a chilled green apple, a bite of sweet honeycomb or perhaps the sound of a sharp knife slicing through a ripe lemon?
Flying Fish Marketing Manager Colleen Duvenage says: “Flying Fish has built its brand on flavourful experiences and this is no different. We have tapped into the overwhelming international popularity of ASMR to encourage South Africans to explore the crisp refreshment and fresh flavour of Flying Fish with all of their senses. We are taking the enjoyment of Flying Fish one step further by engaging in both the sounds and feelings which our refreshing liquid evokes.”
The brand’s quirky and memorable commercials and activations have historically built a strong connection with South African audiences and this latest campaign is no different. Flying Fish has also entered into a partnership with singer-songwriter sensation Rowlene Bosman to demonstrate what Flying Fish sounds like in the brand’s latest advertising campaign.
Duvenage says “Flying Fish consistently seeks new and flavourful ways to connect with our consumers. We are proud to be pioneering a creative and cheeky way to get South Africans to engage more deeply with the brand. Making use of ASMR ties in with our light-hearted brand ethos and makes Flying Fish the perfect companion for hot summer days. Now it is possible for Flying Fish lovers to feel the flavour of its refreshing liquid.”