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
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.
9 note mnemonic
Song launches tv campaign
"It's all good" activation
Fruttare remix app
TV / Entertainment
Music + Sound Awards 2020
Promax Global Excellence 2020
NY Film + TV Awards 2021
D&AD 2020 - Shortlist