One of the more interesting projects that I worked on with my colleagues at Sonicbrand was for a leading toothpaste company who wanted to explore the “sound of clean” in the context of an electric toothbrush. The outcome of the project was more interesting on a theoretical than practical level as actually engineering a cheap electric toothbrush to sound like the equivalent of an oral Rolls Royce was pretty difficult. Therefore I was interested to hear what Colgate would come up with from their latest foray into sonic branding.
Colgate, a brand built around probably the most inappropriate colour for those thinking about cleaning their teeth (red), has been around for ages and has the luxury of being known by pretty much everyone who likes to avoid regular visits to the dentist. So it is interesting to hear the expansion of their brand identity through a new sonic logo created by CORD Worldwide .
Toothpaste marketing has often featured sonic branding through the use of jingles that either go on about how bad your breath smells or try to turn two minutes of scrubbing into a Glee type moment. Just check out Aquafresh’s Brushing Song. In the case of Colgate they have gone for something more global and subtle. Following some fairly extensive development work we have the Colgate sonic logo. Three seconds of audio that, if the various marketing agencies around the world use carefully, we will probably be hearing a lot more of in the future.
The use of the sonic logo in the new advertising campaign feels a little forced as it differs so much from the main ad music but that is not such a bad thing as it makes you more aware of it. The true strength of the logo will emerge over time as they make further developments and utilise the flexible nature of their new sonic branding to create an adaptive platform for the communication the whole Colgate brand.
This is one for all you sonic branding purists.