I have developed a critical framework for developing effective sonic branding for the brand.
I have designed a sonic logo that aims to reflect the history and culture of IRN-BRU as a brand.
The testing stage of my honours project provided data which determined the effectiveness of the critical framework I developed.
The
experiment consisted of three visually identical and visually appropriate TV
adverts. All of the adverts were filmed and edited by myself on the Isle of
Skye. I acquired the help of my friend to act within the adverts. Each of the
adverts ran for 30 seconds. The adverts were designed to hypothetically promote
Barr’s IRN-BRU’s sponsorship of the Glasgow 2014 Commonwealth Games.
The
content of the visuals features a young man performing stretches and various
other actions that suggest he is preparing for a run or exercise of some kind.
The voiceover reads, “Believe in your own
ability. The only person standing in your way is you. If you want
something…take it.” At this point the young man begins escaping from the
scene of a house robbery having stolen a small television. The house owner, who
eventually gives up, is chasing him. The young man escapes with the television
and smiles the entire time. The advert closes with him, now safely away from
the scene, sitting on a rock enjoying a can of IRN-BRU. The voice over
concludes the advert by saying, “Barrs
IRN-BRU sponsors the Glasgow Commonwealth Games.”
Despite being visually identical, all of the
soundtracks present in the adverts were different. One of the soundtracks was
designed in accordance with the previously established critical framework. The
remaining two soundtracks were created without this framework in mind. However,
the remaining two soundtracks were designed with potential stereotypical
acoustic triggers that may influence the results of the test. Each soundtrack
also featured a different voiceover artist. The voiceover heard in the critical
framework influenced soundtrack was also selected in accordance with the
critical framework.
Advert A was performed in a minimalist
style using an acoustic guitar for a rhythm section layered by a lead acoustic
guitar score. It could be argued that the soundtrack comically contrasted the
visuals. The sonic logo at the end was played by both the acoustic guitar and
single piano notes. Scottish singer/TV presenter Michelle McManus (Glaswegian
female age 32) performed the voiceover. This voiceover is a potential trigger
for influencing the results of the test, as the voice may be recognisable to
the consumer public.
Advert B was an adapted sample from a
song called ‘SubDisco’ by a
Celtic/Dance group called ‘NiteWorks.’ The designed sonic logo is performed
using a synthesizer and repeated throughout the soundtrack. The soundtrack is a
continuous build up to a climax in which the bagpipes are featured towards the
end of the advert. The presence of the bagpipes is a potential acoustic trigger
that may influence the test results, as the bagpipes are associated with the
Scottish culture, much like IRN-BRU. I performed the voiceover (Glaswegian male
aged 25) in a low and rough sounding voice, reminiscent of the voiceover
present in many of IRN-BRU’s earlier adverts.
Advert C was designed in accordance with
the critical framework. The piece opens with a dramatic drumroll on a bass
drum, which introduces the main body of the soundtrack. The percussion of the
piece features a marching style snare drum. A variety of instruments, including
the piano, acoustic guitar and a brass section drive the music to a climax,
which results in an increase in tempo. The music then features a drum section
performed on the toms and the inclusion of synthesisers and an electric guitar.
From the point of the tempo increase the sonic logo is performed on synthesised
chimes and repeated until the end of the advert. Christopher Casey (Glaswegian
male age 27) performed the voiceover.
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