Still or sparkling: How to convey carbonation in a brand name | WARC | The Feed

Carbonated drink manufacturers can use sound symbolism to stand out from the competition by manipulating specific speech sounds in a brand name to enhance the perceived carbonation level of their beverages.

Why it matters

Amid an increasingly saturated market, companies in the beverage industry can use more voiceless consonants in a brand name to convey a higher level of carbonation and attract consumer attention during the very limited time when a shopper is scanning the shelves.

Takeaways