Lemsip has released a mnemonic as its first sonic logo, as part of its new advertising campaign created by its agency Havas London.
The new logo followed a successful competitive pitching process for Maison Mercury Jones, with the music branding agency focusing on inclusion and diversity.
The new sonic logo aims to enforce the memorability of the brand and evoke the feeling of effective relief and comfort consumers get from using Lemsip’s cold and flu medication.
Composed and performed by artists Ilā Kamalagharan and Sus Kyd, the logo is hoped to sonically express the campaign’s claim ‘Lemsip it’.
Aided by AI innovations, the sound was designed to resonate with the audience, creating feelings of playfulness and empathy for the listener.
The mnemonic is to be showcased across all communications, from TV and radio to social channels.
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The actual sound incorporates unconventional uses of voices, and piano notes, before ending on a single finger click.
“Sus Kyd and I blended our voices together in this playful vocal mnemonic,” said Maison Mercury Jones creative director and co-founder, Ilā Kamalagharan.
“Bouncing musical shapes between us that embodied ‘Lemsip it!’ as a verb, we went from that closed nasal spluttering of being under the weather to the open, clear sound of relief followed by a sigh.”
Maison Mercury Jones head of strategy and co-founder, Aurelia Havet, added: “We are proud to have been chosen as the agency to create this playful and uplifting Lemsip sonic logo as part of a series of successful collaborations between Maison Mercury Jones, Havas London and Reckitt.
“We are confident the sound will resonate with our audiences as it evokes this precious feeling of relief that only Lemsip can provide!”
