THE SOUND OF AQUAFRESH
In our crowded marketplace consumers are looking for easy ways to cut through clutter. Music has the potential to be a powerful tool in the arsenal of a brand looking to establish itself from the competition.
Through this project, the creative team sought to establish a long-term strategy for audio that was robust enough to scale and thrive and could ensure that future audio executions remain in line with the language, imagery and emotions at the core of the brand.
The Brief.
Historically, the brand had chosen to employ music that supported the triumphant and heroic characteristics of the brand Mascot - Captain Aquafresh. Although his personality had been effectively showcased, the focus of audio has not always been on brand, occasionally disregarding purpose or character.
It was decided that Captain Aquafresh should establish a theme song of his own. Much like cinematic scores, the new brand theme aimed to dial up the triumphant and optimistic superhero elements of ‘Captain Aquafresh’. Throughout the creative process the team considered: What is the sound of the modern day superhero? And moving forward, how could this sound be used to help leverage Aquafresh’s brand values and create culturally meaningful and memorable moments and experiences for their audience?