Veronica Pastore is pursuing her M.Sc. degree in Marketing Management at Bocconi University in Milan, Italy.
She chose ASMR for the topic of her Master’s Thesis, which was titled, “Autonomous Sensory Meridian Response (ASMR) Videos: An Exploratory Analysis of Communication and Sales Potential for Companies.”
Ritz Crackers has recently joined the growing list of big name companies which have created ASMR-inspired ads.
Dove chocolate released two ASMR-inspired ads in November 2015, Pepsi posted a short ASMR-inspired ad in April 2016, and KFC launched an ASMR-inspired ad in July 2016.
The Ritz Crackers video ad is in Korean but it clearly communicates the universal language of ASMR.
Kentucky Fried Chicken (KFC) has recently joined the small group of big name companies that have created ASMR-inspired ads.
Dove chocolate released two ASMR-inspired ads in November 2015 and Pepsi posted a short ASMR-inspired ad in April 2016.
And now Colonel Sanders continues the big name tingle-athon.
Several months ago I reported about Dove Chocolate releasing two ASMR-inspired marketing videos.
The videos were well done and it was exciting to see a big name company incorporate ASMR into a marketing campaign.
I was even more excited by a report that they collected physiological data from viewers of these videos and the data will be made publicly available – as announced in an online article on October 23, 2015,
Dove Chocolate has recently released two videos in China which appear to purposely have ASMR triggers in them.
The following statement was posted on November 5, 2015 on the Facebook page for the marketing company, BBDO Worldwide,
“To modernize the Dove Chocolate ads typically used in China, BBDO Beijing created films to trigger ASMR, which it describes as “a physical sensation characterized by a pleasurable tingling that typically begins in the head and scape, and often moves down the spine and through the limbs.”
The Facebook post then linked to an article on the website creativity-online.com which included one of the videos and a link to the other video.