For the first time ever, Flying Fish is getting South Africans to feel the flavour of its
delicious liquid by bringing the first ASMR (Autonomous Sensory Meridian Response)
experience to the country.

The Flying Fish ASMR experience

The twist of a bottle cap. The clink of ice in a frosty glass. The long, slow, audible gulp of a refreshing Flying Fish. These are a few examples of the flavoursome bounds which typically provoke a tingling sensation down the back of the neck and which have turned ASMR into a global phenomenon of sensory experiences to soothe the modern soul. International audiences have embraced this love affair with sound, as evidenced by the countless ASMR YouTube videos, which are used to relieve stress and promote a certain joie de vivre.

Rowlene Bosman performing ASMR at a Flying Fish Event


Flying Fish has tapped into this global trend. The brand’s latest pioneering campaign invites
South Africans to engage with the brand as they explore the feeling of what Flying Fish
tastes like. Is it the crunch of a chilled green apple, a bite of sweet honeycomb or perhaps
the sound of a sharp knife slicing through a ripe lemon?

Flying Fish Marketing Manager Colleen Duvenage says: “Flying Fish has built its brand
on flavourful experiences and this is no different. We have tapped into the overwhelming international popularity of ASMR to encourage South Africans to explore the crisp refreshment and fresh flavour of Flying Fish with all of their senses.

We are taking the enjoyment of Flying Fish one step further by engaging in both the
sounds and feelings which our refreshing liquid evokes.”

The brand’s quirky and memorable commercials and activations have historically built a
strong connection with South African audiences and this latest campaign is no different.
Flying Fish has also entered into a partnership with singer-songwriter sensation Rowlene
Bosman to demonstrate what Flying Fish sounds like in the brand’s latest advertising
campaign.

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Thokozani Patrick Mahlangu

Thokozani Mahlangu is an internationally certified digital marketing professional and an Mcom Business Management graduate from the University of Johannesburg. He is the Chief Brand Creator of Pat onBrands and Pat onFitness- a fitness movement through which organizes weekly runs under the banner #RunWithPat.

This Post Has One Comment

  1. This is really interesting. I can’t wait to see the actual ad.

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