One morning, while listening to a Spotify playlist, I stumbled upon “Buka Semangat Baru,” a song by Indonesian artists. It had always been synonymous with Coca-Cola in my mind, but I discovered it wasn’t originally created for the brand. Released in 2009, it was later adopted by Coca-Cola for their campaign. Since then, the song has been inseparable from the brand in my memory.
However, my connection to the song goes beyond Coca-Cola; it also brings back cherished childhood memories. I’m not alone in this sentiment. On YouTube, comments under the commercial reminisce about the past, with people sharing nostalgic moments like playing in the rain or watching the ad during family gatherings. Many lament that modern ads lack the impact of those from their childhood, sparking the question: were past jingles truly more impactful, or is it just nostalgia?
The Reminiscence Bump Theory
The reminiscence bump theory explains why we tend to vividly recall events from our adolescence and early adulthood. This phenomenon affects how we perceive music, movies, and other cultural experiences. According to this theory, memories formed between the ages of 10 and 30 are stronger and more enduring. As we grow older, we naturally compare our current experiences with those from our youth, which influences our preferences for music, movies, and books.
This theory is supported by the fact that we recognise the rhythms and melodies from our younger years more easily than any other period. As a result, our playlists often feature songs from our teenage years and early adulthood. This phenomenon isn’t limited to music; it also applies to films, books, and other cultural experiences. The memories from this period tend to last a lifetime because our memory systems are at their peak performance during this stage.
Additionally, many significant life experiences occur during this phase, such as first loves, first big decisions, and the formation of political and cultural views. Psychologist Erik Erikson refers to this stage as “identity vs. role confusion,” where individuals seek and solidify their sense of self. In my opinion, the reminiscence bump theory also applies to music used in branding. It explains how brands can leverage music to create a lasting sonic identity that becomes deeply embedded in consumers’ memories, making it a powerful tool for brand recognition and nostalgia.
Music for Branding
Music plays a fundamental role in shaping a brand’s image and identity. As a non-verbal communication element, it influences perception, evokes emotions and enhances sensory experiences. The tones, melodies and rhythms used in branding are strategic tools that reinforce brand association in consumers’ minds, fostering an emotional bond between brands and audiences.
A study from International Scholars Journal indicates that music in advertisements significantly enhances brand recall compared to ads without music. The right soundtrack can strengthen a brand’s memorability and emotional connection with consumers, making it more recognisable over time. My experience with Coca-Cola’s branding in 2009, where the song ‘Buka Semangat Baru’ became an emotional anchor, is a testament to this.
Two main approaches emerge in branding through music: exclusive jingles as a signature sound, and popular songs as a branding tool. A well-crafted jingle, like McDonald’s ‘I’m Lovin’ It’, can become a strategic branding asset embedded in cultural memory. Conversely, using commercial music offers instant appeal but comes with risks in today’s rapidly changing music landscape.
Music trends today evolve at an unprecedented pace. Songs can go viral in days, while older tracks like Put Your Head on My Shoulder or Mister Sandman can suddenly regain popularity thanks to social media. This makes music selection for branding more complex—brands must consider not only what’s trending but also the longevity of a song’s appeal.
How can brands choose music that remains relevant over time? Should they chase trends or select songs with nostalgic and cross-generational appeal? Here are some strategies:
- Avoid songs tied to short-lived social media trends, movies, or influencers.
Viral songs like Cupid by Fifty Fifty or Made You Look by Meghan Trainor may gain massive attention, but they often fade quickly. Songs associated with specific movies (Happy from Despicable Me) also tend to be more strongly linked to the film than the brand using them.
- Leverage the power of indie music for unique and original branding.
Indie music offers a personal and diverse emotional experience. With varied melodies and tones, indie music can effectively build a brand’s mood—whether it’s warmth, nostalgia, freedom, or adventure.
- Explore traditional music with a modern twist to build a distinctive identity.
Traditional music holds historical and cultural value but is often overlooked in branding. However, with the right adaptation, it can become a unique element that differentiates a brand from competitors.
- Choose music that aligns with the brand’s narrative and values.
Music should not just serve as background noise—it should convey meaning and build emotional connections with the audience. Selecting songs with lyrics and messages that align with a brand’s values enhances consumer association. For instance, a brand that embodies optimism and ambition might choose songs like High Hopes by Panic! At The Disco or On Top of the World by Imagine Dragons.
Music serves as a powerful bridge between brands and their audiences, creating emotional connections that transcend time. Whether through nostalgic jingles or carefully chosen soundtracks, music has the ability to evoke memories, shape perceptions, and solidify brand identity.
As seen with Coca-Cola’s “Buka Semangat Baru,” a song can become a lasting cultural symbol, intertwining personal experiences with brand recognition. By understanding the dynamics of nostalgia, memory, and evolving music trends, brands can strategically craft sonic identities that resonate across generations. Ultimately, the right music not only enhances brand recall but also fosters deeper emotional bonds, ensuring a timeless connection with consumers.
