Nestea’s “Fused Audio Branding” approach
Nestea has adopted a "fused audio branding" approach to amplify it's mnemonic melody by embedding it within hit songs - exemplified by this "Fresh Idea" release by Nico & Vinz. The campaign has been spearheaded by Deviant Ventures and Coke's former Head of Music, Umut Ozaydinli - onboarding Sonic Lens for their expertise in sonic branding to help bring the project to fruition.
The simple 5 note melody, a reshuffling of the notes of a simple Major 7 chord, which is clean, happy and optimistic in nature - married with subtle sound design of an outdoor paradise to elicit a sensation of pleasure and escape.
Song + Campaign Case Study
Hero Mnemonic
The 5 note "mnemonic" is not simply a static asset, but is designed to be flexible across any desired style or genre of music in order to fit any creative needs of different ads or pieces of content - as demonstrated in this montage.
Mnemonic Flexibility
"Fresh Idea" Official Music Video
"Fresh Idea" Behind the Scenes / Making of Video
TV Commercial "Straw"
TV Commercial "Peru"
Brain of the Campaign
Deviant Ventures was Coca-Cola's sonic agency of record and onboarded Sonic Lens to bring added expertise to the complete overhaul of Nestea's sonic branding.
Deviant Ventures is led by one of the most celebrated icons in sonic branding history, Mr. Umut Ozaydinli, Coca-Cola's first Head of Music, and the man responsible for inserting their previous iconic "Open Happiness" melody into K'naan's "Wavin' Flag" which became the unofficial anthem of the World Cup 2010 and witnessed stadiums full of soccer fans as well as star footballers singing and dancing to Coke's brand melody in front of global audiences....a song that was #1 on iTunes in 17 countries, helped boost volume sales in Coke's largest markets by 6%, and saved nearly $90 million in costs.
Client
The Coca-Cola Company, Atlanta, USA
Joe Belliotti
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Ad Agency
The Ogilvy New York
Santo of Buenos Aires
Music Agency
Deviant Ventures, New York, USA
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Music Producer
Umut Ozaydinli / Deviant Ventures
Marco Vitali / Sonic Lens
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Creative Direction
Umut Ozaydinli / Deviant Ventures
Marco Vitali / Sonic Lens
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Artist / Music Producer
Nico & Vinz
Warner Bros. Music
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