Frito-Lay worked with Made Music Studio to create the new sonic brand identity for Tostitos. The desire was that it would encompass all that the brand stood for – the complete chip and dip package for friends, families, and colleagues to enjoy and create timeless memories together. The Tostitos sonic identity had three goals when it was launched: to create emotional, memory, and behavioral triggers in its consumers.
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“In an ever increasingly fast-paced society, brands need to find new and innovative ways to capture their audience and resonate with the consumer,” said Scott Simonelli, Chief Executive Officer of Veritonic. “Through creating its sonic logo identity, Tostitos was able to cut through the noise and captured both the heart and sound of its brand. Our independent analytics and measurement platform provided the brand lift and attribution technology Tostitos needed to achieve effective message through audio.”
To develop a sonic logo that would appeal to consumers, Frito-Lay and Made Music Studio set out to gain a deeper understanding of Tostitos’ consumers, competitors, aspirations, and uniqueness in the market. Turning to Veritonic, the new sonic identity concepts were tested with a sample of target audience individuals, finding an increase in ad recall, brand appeal, and the feeling of fun.
The launch of the audio branding was hugely successful once added to Tostitos’ visual brand assets, with the brand scoring 20% higher ad recall and 13% higher overall brand appeal compared to the average for CPG foods. The new sonic brand assets are being deployed across linear, digital, and social marketing.
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“In 2022, Veritonic showed all of us how creativity and business acumen can serve the clients’ needs,” said Maria Jimenez, Chief Nominations Officer of the Business Intelligence Group. “In this post-pandemic age, teams need to remain agile and open to all paths to effectively communicate. Congratulations to them all.”
Since 2014, the Public Relations and Marketing Excellence Awards have recognized PR & marketing agencies, departments, and individuals for exceptional performance and innovations. The awards allow the Business Intelligence Group to identify leading marketing organizations that provide clients with quantifiable campaign performance and business results.