Sonic branding for consumer goods
Sonic branding for consumer goods gives an FMCG brand one sound for its TV and online ads, its social videos, and the product itself. We write it to work in every country you sell in and on every product line.
- For
- FMCG and CPG brands
- Heard in
- TV, online, social, and more
- Works across
- Markets and product lines
Situations FMCG brands often face
You sell in many countries
The language changes from market to market, so the sound has to work without words. Colgate's first global sonic logo, from 2021, is a hum of voices meant for more than 200 countries.
Each region needs its own feel
A sonic logo can stay the same everywhere while the music around it changes per market. LUX, the soap brand, combined one sonic logo with separate soundscapes for its markets in 2023.
Your brand has had a song for decades
Keep the melody people know and give it an arrangement for today's audience. Gillette, the razor brand, has used "The Best A Man Can Get" since 1989 and recorded a new version in 2024.
When the range grows
New product lines and sub-brands can each get a variation on the main sound, and a launch can get its own campaign music. Request a proposal with what else is coming for your range, and we'll say where the sound fits.
Our work for brands
Work for and contributions to projects involving these brands.
How it works
Step 1
Send your markets and lines
With the ads that run now. Someone from our team sends a proposal.
Step 2
Directions on your own spot
We place a few directions on an existing ad, and you choose with your agency.
Step 3
A version per market
The sonic logo and the longer music come with the versions each channel and region needs.
Questions about sound for consumer brands
How much does a branding agency cost?
For sound, it depends on how many places and markets the brand needs it for. A complete sonic identity from our studio starts at €7,500 excluding VAT; see sonic branding cost.