The pop of a bottle opening, the fizz, the crackle as ice meets the drink, the ahhhhh. Jamal Booker, Coca-Cola archives manager, considers himself one of the “keepers of these Coke sounds.”

In 1927, Coca-Cola released its first radio commercial, and by the early ‘50s began incorporating the sounds associated with enjoying the beverage itself into its advertising as a way to inspire thirst in listeners.

“That’s when you would start to hear the sounds of the pop of the top of the bottle, the ice clinking in the glass, the glass being filled,” Booker reflects. “It could be any liquid going into the glass, but when you hear it, there’s something about it that makes it Coca-Cola.

'When you can’t show the Coke, listening to it is a really powerful way to make people thirsty.'

Over time, when the company periodically refreshed the presentation of the drink through new packaging innovations, the beverage's sounds remained consistent – a reassurance that inside its new look was indeed the same beloved Coca-Cola.

“The way we talk about Coke is always changing for the times, but the sounds of the drink never do. And that’s really powerful,” says Joe Belliotti, head of global music marketing at Coca-Cola. "When you can’t show the Coke, listening to it is a really powerful way to make people thirsty."

Seeking inspiration from the archives, Belliotti returned to the staple sounds that contribute to consumers’ experiences with the drink. That’s where the audio for Coca-Cola’s "Taste the Feeling" marketing campaign was born.

“'Taste the Feeling' started with a soundscape," Belliotti explains. "We thought about the journey of a Coke from the fridge to the party. We took that, condensed it and really made it live as a few second articulation of drinking a Coke.”

By combing sounds of thirst and refreshment, the 'Taste the Feeling' audio signature harkens back to the sensory experience that is Coca-Cola and to the timeless sounds of the one of the most refreshing instruments.