It’s All About Differentiation

Advertising, ATEC 2321

A strong brand image needs to be distinctive and consistent; thus, companies with products in the same category always strive to differentiate themselves from one another. Within advertising, repeatedly using the same kind of music in TV commercials will create a familiar emotional response and increase brand recognition among the audience. Take a look at these latest commercials by two brewing companies, Budweiser and Heineken, to see how their soundtracks represent their brand personalities:

For the past years, Budweiser’s commercials often feature either a puppy, a horse, or both, with an average farm owner, and applaud the touching friendship between these animals and the man. The music, therefore, is usually a popular country song with slow rhythm and comforting melody, such as I’m Gonna Be (500 Miles) in the video above, Let Her Go or Landslide.

Heineken’s commercials, on the other hand, are known for their upbeat, exciting, yet very classy soundtracks, which suit the ads’ creative and fascinating plots. The above Heineken ad features Viva La Pappa Col Pomodoro, an Italian song by singer Rita Pavone of the 1960s. The Golden Age and Love Letter are two other songs that were featured in recent Heineken’s commercials. This kind of music confirms Heineken’s target sketch: a charismatic, well-rounded gentleman.