While looking for inspiration in creating the sonic
branding for IRN-BRU, it seemed appropriate to turn to other brands within the non-alcoholic soft drinks industry. So that's what I did. And who better to turn to than the king of soft drink brands...Coca-Cola..!!
Coca-Cola began their ‘Open Happiness’ campaign in
2009. The campaign featured a 5-note sonic logo. This sonic logo featured at
the end of many different advertisements. However Coca-Cola also included the
logo as the base melody for various songs used to sponsor a variety of major
world events. The logo was incorporated into the song ‘Wave the Flag’ by K’naan to promote the 2010 world cup. In the
lead up to the 2012 London Olympics, the logo was used as the base melody in
the brands promotional song ‘Anywhere in
the World.’ Coca-Cola teamed up with Mark Ronson and Katy B to produce the
song. Ronson travelled to 5 different continents to record the actual sounds of
sports performed by 5 Olympians to use within the song. From this project it
became clear that Coca-Cola is very creative when it comes to utilizing sound
for its branding purposes. In less ‘world stage’ circumstances, the logo has
also been incorporated into songs performed by Train and Jason Derulo.
Inspiration can be drawn from Coca-Cola’s design and
implementation of their sonic logo. Not only can a sonic logo be used at the
end of adverts on television or radio, it can also be the heart of an entire
song. By taking full advantage of their sonic logo’s musical structure,
Coca-Cola has essentially created a catalogue of hit songs that literally orbit
their brands values.
Coca-Cola have provided me with the inspiration to include a sonic logo as the basis melody for an original score to use in an advert
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