Big Mom was another common CoC wave mixed with a strong scream. It's the only thing that makes people faint like that + it made her passive haki defense leave her body for an instant, which could be explained if her haki was moved elsewhere.
But it's really nothing new. CoC intimidation affecting people differently based on power differences. At most, you could argue CoC can be infused to sound waves just like it can be added to fists, sandals, swords and flying slashes (hence to air).