How does the most omnipresent brand in the world build consistency and meaning across markets?
Sonic Lens founder Marco Vitali created the first global identity in Oral Health for the most omnipresent brand in the world. At the time there was nothing but a visual logo tying the brand together across territories. He created a flexible sonic identity system around a ‘keystone’ melody to solve this challenge and build brand love on a global scale.
Colgate hero signature
Colgate "Smile" Melody
Overseeing global music for Colgate
This sonic branding was so successful they became Colgate's global AOR for music, helping bring consistency across its many markets, creating a digital audio management system to coordinate global music efforts and resources, and lowering global production costs across continents by increasing production efficiencies, establishing rate cards and vetting creative resources.
Global Audio AOR
Composition, supervision, licensing
Digital Audio Management
We created a digital audio management system to coordinate global music efforts and resources, and to build a global toolkit of mnemonic variations as well as scores featuring the Colgate "Smile" melody
Global Prod'n Oversite
We helped lower global production costs across continents by increasing production efficiencies, establishing rate cards and vetting creative resources - reducing costs 30 - 50% in certain markets.
The Oral Care Audit
Our analytical Music Intelligence process enabled Y&R / RedFuse and the Colgate client teams to understand the sonic landscape for Oral Care. This gave all brand stakeholders the ability to position the Colgate "Smile" audio signature in a unique white space that also captured the right balance of
FAMILY / TRUST / WARMTH
RedFuse / Y&R
Executive Music Producer