Cadbury has worked with specialist sonic branding agency DLMDD to create a new sonic logo for the brand.
Written by composer Guy Farley, the sound intends to embody and ’emblemise’ the brand and its tagline ‘There’s a Glass and a Half in Everyone’.
According to Cadbury, the creation of sonic identities by brands increased by 22% last year.
Farley, a prominent film composer whose experience spans orchestral scores and collaborations with global artists, wrote the new audio logo for the Mondelez-owned brand on a rare 1895 Steinway piano.
The sound will now feature in campaigns across the globe and can already be heard in promotions across the UK and Australia. Towards the end of the ‘Give A Doubt’ spot, featuring Big Zuu, Ellie Simmonds and Ian Wright, the sonic identity can be heard as the brand’s visual logo appears.
READ MORE: Cadbury launches new mental health campaign featuring Helen Mirren and Ian Wright
“Cadbury is the world’s favourite chocolate and the piano is the world’s favourite instrument,” DLMDD creative music consultant Lizz Harman said.
“So there really was only one place to start. Right from the very first time we heard the sound of Cadbury resonate from Guy’s famous Steinway piano, we felt like we’d known it forever”.
Music composer Guy Farley added: “For me this was like a Mad Men pitch scene – write a musical motif that captures and encompasses the emotions of Cadbury. That was all the direction I needed.”
“I started thinking, conceiving and writing in my head and then went to the piano and played it. It just felt right. I tried variations, different keys, up and down octaves, harmonic variations, inversions, longs and shorts – every time coming back to this one. It just worked. It felt like home.”
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