The Sound of Colgate | Sonic & Audio Branding | Brand Audio Identity | MassiveMusic

Colgate, the brand found in more homes than any other, wants the whole world humming an optimistic tune. The iconic oral care brand has launched its new sonic brand identity, a suite of sonic assets and compositions, produced by international creative music agency MassiveMusic London, in collaboration with MassiveMusic New York. ► mssvm.sc/colgate
Whilst reshaping its visual identity, Colgate saw the need to develop a memorable and modern sonic brand that could:
• live across its +200 markets
• have global appeal and relevance
• offer new opportunities to distinguish from the sector
• be recalled by consumers
To capture this optimism, we turned to science and research to craft the audio strategy for Colgate. Here are some ingredients we found that speak the universal language of happiness: humming, strong beat, trills, bright sounds, surprising moments. Did you know we use 17 muscles when we smile?
Say cheese and get all the shiny details on our case page: www.massivemusic.com/en/work/...

[@massivemusic]

❤️A big-hearted, smile-inducing sonic brand. We embarked on a mission to capture optimism! Enjoy

[@JonathanJW1884]

Great to see a brand that has always seen itself as being 'visual', finally understand the importance of owning its sound. Great work.

[@massivemusic]

Thanks Jonathan. A lot of research went into the backbone of this sonic identity. The universal hum is a game changer that makes it compatible in over 200 global markets! The key is in D Major too - widely accepted as optimistic in nature.

[@realfamimation]

mmm mmm mmmmmmmm mmm

[@kudosstudios9382]

Well done guys 👏🏽👏🏽

[@massivemusic]

Thanks so much, a true mission to decode the sound of happiness.

[@NikiMukhi]

How many countries?!! 😬 :)

[@massivemusic]

Over 200 markets, now that's a lot of smiles.

[@airajisaacs6111]

😍

[@massivemusic]

Thank you. 🧡 The sound of optimism

[@teo-x4695]

ấn tượng

[@massivemusic]

Thank you, glad you liked it.