FRUTTARE / UNILEVER - sonic branding / new product

How did music and sonic identity help supercharge Unilever's biggest global launch of the year?

Best Audio Strategy
Audio Branding Awards
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Giles Trendle, Managing Director
Al Jazeera English

We published the new TVC on FB and got thousands of messages from our community asking “Oh my God guys, what’s this song, it’s amazing, how can I find this song?!

We knew we had a great asset, and this pushed us to develop more and more content.

Original Fruttare Brand Anthem

Remix by Tiësto, Dutch DJ / Producer

Summer Music Festival
discovery / analysis

Our goal was to uncover current trends within the global music festival market and identify key festivals in each respective region as best correlating to Fruttare’s “It’s all good” brand ethos.             .

We analyzed festival genres, artists, attendance, sponsorships, etc. We also identified musical characteristics that would define the sound of summer and the sound of Fruttare.

Analyzing the sonic landscape

We analyzed 70+ brands and 150+ TVCs, providing case studies on best of breed branding, competitive positioning, and global and local trends.

We looked at the musical characteristics of these communications and looked for use of popular song, consistency of sonic identity, mood, instrumentation, and sonic strategy.

Fruttare's sonic strategy centers around music - identity, song, remix, festivals, activations.  Everything revolves around capturing the 'It's all good' essence of millennials.

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9 note mnemonic
Song launches tv campaign
"It's all good" activation
Fruttare remix app

Client

Aljazeera English

 

Sector

TV / Entertainment

 

Composers

Wayne Sharpe

Michael Ballou

Asuka Ito

Nicholas O’Toole

Marco Vitali

Award wins

Music + Sound Awards 2020

Promax Global Excellence 2020

NY Film + TV Awards 2021

 

Award noms

D&AD 2020 - Shortlist