Is it just me or does anyone else find the woman’s voice in the Coles ads annoying? I find myself diving for the remote control whenever it interrupts my viewing pleasure. I can’t hit the mute button fast enough, and then I find myself mimicking, “That’s half price!”, in the most nasal, high pitch voice I can muster. And it doesn’t end there. I do it while reading the specials leaflets that arrive in the junk mail, and secretly under my breath while browsing the aisles in the supermarket. As strange as that sounds, I’m not alone in this. Technically this is referred to as an Earworm. It get’s into your head and stays there. Annoying yes, but an incredibly effective tool in creating brand memorability