Sonic Seasoning

Ahead of the holiday season, KFC Singapore is adding a new sonic seasoning to its original secret recipe of 11 herbs and spices. The brand will be recreating the classic Jingle Bells song into a tune that is “scientifically proven” to elevate consumers’ dining experience.

According to a press statement, while preparing for its anticipated comeback of the popular Parmesan Truffle Chicken, KFC Singapore searched for ways to enhance its flavours and discovered Sonic Seasoning, where sounds are able to evoke unsaid emotions and transform consumers’ brain chemistry to see more, feel more, and taste more.

The sonic sounds are created with the help of consumer neuroscientist Professor Gemma Calvert from Nanyang Technological University and materialised with musicians. Its low frequency bass-heavy and resonant tones amplify the umami and richness while sharp and high frequency sounds such as bells, chimes or staccato notes heightens the sense of crispiness.

The various timbres, tones and beats of the jingle also promise to enhance the enjoyment of the chicken and burger, providing a truly immersive sensorial experience, said KFC in a statement. The famous Christmas track has been put through participant tests for validation.

Before digging into their meals, consumers can scan the QR code and play this specially arranged Christmas jingle to taste a new dimension of their meal, KFC Singapore added.

KFC, across Asia, has upped its marketing tactics in recent times to create some out of the box executions. For example, during Chinese New Year KFC Singapore created a song that aimed to leave consumers craving their new Chicken Bak Kwa-infused menu items and introduced a pair of 'HuatWear' shorts specifically designed to bring extra prosperity this Chinese New Year. The song was written and composed by local rising artist Calvert Tay who performed the song with Fang Rong.

In Thailand, this year KFC launched a 'Spicy Relief Hotline' to help Thai spice lovers conquer the burn and enjoy the thrill of the intense heat of its limited-edition Kai Jai Ded menu. The 'Spicy Relief Hotline' was done in tandem with KFC's 40th anniversary. It provides assistance and relief to those who dare to indulge the new, limited-edition menu. The hotline itself offers two unique approaches to calming the burn.

When '0' is pressed, callers can vent their spicy-induced frustrations to trained professionals who are ready to offer support, advice and a listening ear. When '1' is pressed, an automated system delivers random spicy relief sounds, including calming classical music, soothing nature ASMR and meditative sounds to ease the fiery sensation.

Meanwhile in Hong Kong, two years ago, KFC launched a thinking out of the box campaign to encourage Hong Kong’s overthinking citizens to think less, and indulge more with Finger Lickin’ Good fried chicken. As part of the campaign, a brand-new tech device called the KFC Brainwave Bucket was created. The KFC Brainwave Bucket is a brain-sensing helmet with a built-in headband that analyses people’s brain activity. The data from the helmet is connected to an app which provides real-time biofeedback showing how active the mind is.

The helmet design, and the mind-detecting enclosure, is based on KFC’s iconic bucket. People are invited to sit inside the bucket-inspired structure and wear the helmet on their head, after which they’re encouraged to switch off and think less with the help of some Finger Lickin’ Good chicken. 

Source: Marketing Interactive