Magnum’s signature ‘crack’ and how sound is shifting the media landscape

Last month, Magnum launched the “Nothing Cracks Like a Magnum” campaign, putting the iconic ‘crack’ sound at the forefront of the multi-channel activation. And to harness the full power of sound, they transformed digital billboards into sonic experiences - syncing them with live radio broadcasts, enabling visual ads to be ‘heard.’

Those tuning into Heart radio could hear the signature ‘crack’ of Magnum’s chocolate shell whilst simultaneously seeing it on nearby digital screens - a brilliant example of blending the senses in marketing in unexpected ways.

Whilst to many, the saturated and fragmented media landscape is a frustration, Magnum saw an opportunity. So, what does this latest campaign teach us about the power of blending sound and visuals in a changing, dynamic media landscape?

Why sound is leading the next creative wave

Platforms like TikTok, the rise of podcasting, and the widespread adoption of smart speakers have all contributed to media fragmentation, but they've also ushered in a new era where sound holds powerful potential as a branding tool. From voiceovers to product interactions, brands are being pushed to get more creative with how they leverage sound to cut through the noise.

This sound-on era is full of sonic cues that trigger emotional memory faster than visuals, according to this ‘emotional response to auditory and visual stimuli’ study at Loma Linda University. And as emotional resonance increasingly drives consumer behaviour, tapping into that response is crucial. Whether it’s a UX ping, a podcast intro, a product noise or a well-crafted sonic logo, every audible interaction is an opportunity to build brand identity.

From product truth to cultural signal

But it’s no longer enough for brands to tack on a melodic sonic logo at the end of an ad and hope it sticks. As sonic branding becomes more common in the brand toolkit, it’s increasingly vital that a brand’s sound is rooted in something real - an authentic product truth that reflects its values, offering, and personality. Magnum’s ‘crack’ didn’t need to be invented; it was already there, baked into the product experience. That authenticity is what gives it power.

Apple has followed a similar path for years, letting its product sounds guide its broader brand identity - from the iconic Mac startup chime to the click of the AirPods case to the iMessage notification ping. These sounds have built up brand equity over time, which Apple now leverages across its entire brand ecosystem.

The magic happens when brands amplify these sensory cues across channels and allow them to evolve. This is where sonic branding shifts from a functional asset into something cultural — a shorthand with emotional resonance and social currency. A moment consumers don’t just hear, but feel. Ta-dum.

Cross-pollination across formats

Cultivating a sound that delivers a brand cultural currency is critical. The optimal goal is seeing it shared organically by users across platforms. Sound can be utilised to tie together cinema, radio, digital OOH, and social media, ensuring consistency in brand experience. This isn’t just repurposing - it’s strategic reinforcement and realignment. The same way a visual logo needs to be consistent across touchpoints, sound must follow suit.

Magnum’s campaign went a step further than cross-channel activity, leveraging this sound to bring together multiple platforms, in this case radio and OOH. This unlocked a new opportunity in cross-platform personalisation.

Consumer expectations have shifted. With platforms like Amazon and Netflix raising the bar for personalised experiences, audiences now expect relevance, even from traditional broadcast media.

Magnum’s campaign cleverly reframes traditional OOH by introducing contextual audio. Hearing the crack while seeing the product turns passive exposure into active engagement. It personalises the moment without needing data - it simply synchronises media to context.

The future of sonic is human and adaptive

Sonic branding and strategy is poised to become even more powerful and no longer an afterthought as technology innovates. Advances in AI, dynamic audio tech, and adaptive design mean brands can now respond to context and personalise sound in real-time.

Magnum’s campaign, blending radio and OOH to deliver moment-specific sensory experiences, offers a glimpse of what’s next. It’s not just immersive - it’s intuitive.

In a saturated media landscape, brands that want to stand out need to engage more than just the eyes. Sound might be the subtlest tool in the kit, but it could be the one that makes the biggest impact. Because in the golden age of multisensory marketing, the loudest idea doesn’t shout. It resonates.