Airwaves
Capturing the icey freshness of Airwaves gum.
Airwaves
Capturing the icey freshness of Airwaves gum.
Airwaves
Capturing the icey freshness of Airwaves gum.
Airwaves is a chewing gum brand known for its intense, cooling menthol flavour. The brand promise is built on freshness and the burst of sensation that clears the head and sharpens the senses.
Brief
The challenge was to create a sonic cue for Airwaves that would capture this feeling of sudden freshness and stand out in a cluttered FMCG market. It needed to be short, distinctive and true to the brand’s bold personality.
Vision
Working closely with the teams at Straightforward and The And Partnership, we set out to build a sound that was rooted in authentic human experience. Rather than composing a melody, we wanted to bring to life the physical reaction of Airwave’s cooling hit: that sharp invigorating intake of breath, turning the products signature sensory moment into sound.
Airwaves is a chewing gum brand known for its intense, cooling menthol flavour. The brand promise is built on freshness and the burst of sensation that clears the head and sharpens the senses.
Brief
The challenge was to create a sonic cue for Airwaves that would capture this feeling of sudden freshness and stand out in a cluttered FMCG market. It needed to be short, distinctive and true to the brand’s bold personality.
Vision
Working closely with the teams at Straightforward and The And Partnership, we set out to build a sound that was rooted in authentic human experience. Rather than composing a melody, we wanted to bring to life the physical reaction of Airwave’s cooling hit: that sharp invigorating intake of breath, turning the products signature sensory moment into sound.
Airwaves is a chewing gum brand known for its intense, cooling menthol flavour. The brand promise is built on freshness and the burst of sensation that clears the head and sharpens the senses.
Brief
The challenge was to create a sonic cue for Airwaves that would capture this feeling of sudden freshness and stand out in a cluttered FMCG market. It needed to be short, distinctive and true to the brand’s bold personality.
Vision
Working closely with the teams at Straightforward and The And Partnership, we set out to build a sound that was rooted in authentic human experience. Rather than composing a melody, we wanted to bring to life the physical reaction of Airwave’s cooling hit: that sharp invigorating intake of breath, turning the products signature sensory moment into sound.
We recorded real people immersed in ice baths, capturing their sharp breaths, gasps and exhalations as they felt the extreme cold. These raw, visceral sounds were then crafted into a short, dynamic sonic cue and digitally manipulated to reflect the upward whoosh of the Airwave’s Swirl animation.
We recorded real people immersed in ice baths, capturing their sharp breaths, gasps and exhalations as they felt the extreme cold. These raw, visceral sounds were then crafted into a short, dynamic sonic cue and digitally manipulated to reflect the upward whoosh of the Airwave’s Swirl animation.
We recorded real people immersed in ice baths, capturing their sharp breaths, gasps and exhalations as they felt the extreme cold. These raw, visceral sounds were then crafted into a short, dynamic sonic cue and digitally manipulated to reflect the upward whoosh of the Airwave’s Swirl animation.
United Kingdom
4th Floor, Elsley Court
20-22 Great Titchfield St
London W1W 8BE
T. +44(0)70 123 456
e. info@sonicbrand.com
Netherlands
Keizersgracht 174-V
1016 DW Amsterdam
Netherlands
T. +31 6 10888010
e. info@sonicbrand.com
Saudi Arabia
Kifah Tower, 9198 King Fahd Road, Al Qashlah، 4th Floor, Dhahran 34232, Saudi Arabia
T. +44(0)7855 662 772
e. info@sonicbrand.com
United Kingdom
4th Floor, Elsley Court
20-22 Great Titchfield St
London W1W 8BE
T. +44(0)70 123 456
e. info@sonicbrand.com
Netherlands
Keizersgracht 174-V
1016 DW Amsterdam
Netherlands
T. +31 6 10888010
e. info@sonicbrand.com
Saudi Arabia
Kifah Tower, 9198 King Fahd Road
Al Qashlah، 4th Floor, Dhahran 34232
Saudi Arabia
T. +44(0)7855 662 772
e. info@sonicbrand.com
United Kingdom
4th Floor, Elsley Court
20-22 Great Titchfield St
London W1W 8BE
T. +44(0)70 123 456
e. info@sonicbrand.com
Netherlands
Keizersgracht 174-V
1016 DW Amsterdam
Netherlands
T. +31 6 10888010
e. info@sonicbrand.com
Saudi Arabia
Kifah Tower, 9198 King Fahd Road
Al Qashlah، 4th Floor, Dhahran 34232
Saudi Arabia
T. +44(0)7855 662 772
e. info@sonicbrand.com
United Kingdom
4th Floor, Elsley Court
20-22 Great Titchfield St
London W1W 8BE
T. +44(0)70 123 456
e. info@sonicbrand.com
Netherlands
Keizersgracht 174-V
1016 DW Amsterdam
Netherlands
T. +31 6 10888010
e. info@sonicbrand.com
Saudi Arabia
Kifah Tower, 9198 King Fahd Road
Al Qashlah، 4th Floor, Dhahran 34232
Saudi Arabia
T. +44(0)7855 662 772
e. info@sonicbrand.com