I first heard about “audio branding” in Lucas Conley’s book, Obsessive Branding Disorder. Citing a number of audio branding firms, Conley writes about how the sounds of everything from X-box menu buttons to car blinkers to the crunch of Kellogg’s Cornflakes are now marketable branding channels. (Historical precedent: Plop plop fizz fizz… Snap crackle pop, etc.)
And if all that is true, then certainly the sounds of packages being opened are being closely monitored, as well. So I thought that Bandai’s idea of separating the sound from its source and selling it as a product, in its own right—(Mugen Kan Beeru / Endless Beer Can)—was pretty interesting. Any Pavlovian response you’ve been conditioned to have when you hear the pop/whoosh of a can being opened—that response will be gradually undone by this toy that makes the sound, but does nothing to subsequently quench your thirst.
Judging from the way the boy & girl (in the sell sheet above) have their eyes streaming with tears, I’m guessing that they find this audio bait-and-switch pretty funny. The way the boy’s tears are rendered, however—I find that more worrisome than amusing.
Beach Packaging Design