Unwrapping Audio’s Powerful Impact on Holiday Advertising

Season’s Greetings, from Studio Resonate. No matter what you celebrate, the holidays are a time for reflection and connection with family and friends. For advertisers, it’s also an opportunity to double down on audio in their campaigns by strategically tapping into the emotional power of holiday music and soundscapes. 

If you’re a regular reader of our blog, you know how the “science of sound” makes audio a real gift for brands. But when it comes to holiday campaigns, there’s something extra special about the sounds of the season. Keep reading to find out why. 

How Audio-Forward Campaigns Take You Back

First, it’s important to understand the power of nostalgia. The feelings this emotion triggers can serve as a mental retreat to cozy, familiar memories—and music and audio play a major role.

A recent Soundboard study showed that 89% of Pandora listeners agree that music/audio makes them feel nostalgic,  while another 83% say it reminds them of good times with loved ones.  

Marketers often leverage nostalgia through audio—especially around the holidays. “From classic carols to sounds of celebration, holiday soundscapes are uniquely situated to strengthen social connectedness and conjure powerful personal and collective memories,” explains Steve Keller, Sonic Strategy Director. “Brands often use holiday music and sounds to create a ‘halo effect’ of positive associations with consumers,” Keller adds. 

But keep in mind, nostalgia isn’t a silver bullet. Overexposure to holiday music can lead to annoyance and nostalgic appeals may highlight discrepancies between cherished memories and current realities, potentially causing feelings of sadness or dissatisfaction.  

The solution for advertisers? Strike a balance where nostalgia enhances brand experiences without overwhelming audiences. “Brands that see the biggest benefits from holiday nostalgia are those that have built strong associations and recognition year-round,” states Keller. “When it comes to driving holiday business, it’s as much about the ‘jingle’ as it is the ‘jingle bells.’”   

Spread Joy Beyond Audio Platforms

“Advertisers shouldn’t limit themselves by focusing on perfecting audio creative solely for audio-specific platforms,” opines Katelyn Mueller, Associate Creative Director. “Holiday sounds can be used to evoke emotions in different ways, but one constant is that audio should be a key component of all marketing touchpoints.”

Let’s examine how two classic holiday television commercials effectively utilized sound and music. 

Rewind to the ‘90s with this Campbell’s Soup ad. The visual shift from the chilly outdoors to a cozy interior is enhanced by blustery wind sound effects. The dialogue detailing how Campbell’s Soup melts away the cold is cleverly accompanied by the sounds of a melting snowman. Finally, the spot is set to the beloved holiday song “Let It Snow,” whose lyrics closely mirror the ad’s narrative. 

The merging of both visual and audio elements contributes to this ad’s impact. The success of the transformation of Hershey’s Kisses into “bells” relies upon the playful and creative use of sound design, as well as the visual movements of the chocolates synced to the ringing bell audio. The end result? An orchestra of “kisses” playing “We Wish You a Merry Christmas” that you have to see—and hear—to believe.

The Holidays Look (and Sound) Different for Everyone

Keep in mind, even though 90% of Americans celebrate Christmas, millions of people celebrate different holidays with their own audio emblems. Moreover, those who do celebrate Christmas often have culturally specific traditions and customs associated with sounds and music. Therefore, audio plays a vital role in crafting authentic and culturally resonant holiday advertising.

“Growing up in Venezuela, our Christmas celebrations were filled with the joyous sounds of gaitas, a Venezuelan folk genre popular during the holidays. Gaitas filled our home as we gathered to prepare hallacas, our version of tamales,” shares Ricardo Ramirez Hernandez, Bilingual Audio Producer. 

Culturally specific music connects listeners to their heritage and calls forth a sense of home—a feeling synonymous with the holidays. “By thoughtfully selecting music that aligns with the cultural background of your target audience, you establish a sense of familiarity and emotional impact,” explains Ramirez. “For instance, a Christmas salsa track would be a perfect fit for a campaign in Puerto Rico, where the genre has deep roots and widespread popularity.”

 If your brand is targeting diverse audiences, make sure you have diverse creative professionals on hand (like Studio Resonate’s multicultural experts) to craft sensitive, community-focused holiday messaging. In addition to reflecting the diversity within communities through the careful selection of music, it’s also important to incorporate voice actors with authentic accents to make the advertising feel more genuine and relatable. Oh, and we strongly suggest you don’t rely on AI for any identity-specific messaging.  

For an example of the uniqueness of multicultural holiday sounds, take a listen to the mashup below.

Sleigh Your Next Campaign

Tis’ the season to craft authentic and memorable holiday campaigns. We’ve made a list (and checked it twice) of some principles advertisers should remember.

• Leverage Emotional Storytelling with Sound: Whether it’s joy, nostalgia, or warmth, sound helps awaken the emotional connections that make ads memorable. 

• Balance Tradition with Authenticity: The best holiday ads inject seasonal music and sounds while staying true to the brand’s core sonic identity.

• Don’t Only Dream of a White Christmas: Embrace a diverse audio approach that speaks to a broader audience while staying inclusive, or lean on experts to help craft culturally appropriate messaging for narrowly targeted audiences.

Reach out to learn how Studio Resonate can help you get a head start on leveraging the power of audio for your next festive campaign —and help make your holiday strategies work year-round.

Featuring: 

Katelyn Mueller, Associate Creative Director

Steve Keller, Sonic Strategy Director,

Ricardo Ramirez Hernandez, Senior Bilingual Audio Producer

Written By: Joey Selden, Copywriter