October 2025

The campaign isn’t revolutionary. It’s evolutionary—and that’s both its greatest strength and most glaring weakness. Coca-Cola’s decision to weaponise its signature “aaaah” sound demonstrates sophisticated understanding of sonic branding principles, transforming an existing brand asset into a linguistic virus designed to infect everyday conversation. When college students naturally say “pizzaaaah” or “bhaturaaaah” in canteens, the brand achieves organic cultural adoption without media spend. However, execution gaps undermine strategic intelligence, with measurement frameworks anchored in traditional advertising models rather than cultural campaign realities.