What does Summer sound like?
As volume growth in the global ice cream market shifts towards emerging markets, Unilever was looking for new and innovative ways to engage millennials and drive share of mind for their Fruttare brand during their key summer sales period.
Working with the Global Brand team, our task was to define Fruttare's music strategy and then develop a music-first engagement platform to capture the hearts and minds of a notoriously fickle audience.
Our research revealed that music is ubiquitous in our consumers lives, therefore we developed a strategy built around 3 core pillars where music would play a role in the brand’s communications: identity, experience and currency.
We set out to develop a musical identity for the brand, engage consumers through live or digital experiences and create branded content that gets shared and becomes social currency.
Our creative team developed a global anthem for the brand called ‘Stay A While’, featuring a truly unforgettable 9-note hook, which was used in the launch TV spot across a number of markets. The track captured the sound of summer and reflected the brand’s DNA, driving optimism, authenticity and happiness. We also developed a sonic guidelines toolkit to educate and inspire local markets and agencies on how the sonic identity should be used across different media and adapted into a variety of styles.
To capitalise on broadcast exposure during the global launch, we enabled customers to access the track through all digital platforms and streaming services. We also created original online video content to fuel engagement and conversation.
Since its development, ‘Stay A While’ has been used in every piece of Fruttare brand communication the world over. From TVCs to pop-up and live events, and in multiple pieces of digital content, ‘Stay A While’ has truly established itself as the sound of summer.
The results have far exceeded the original targets set, with 3,701,600 million impressions of the Tiesto remix video In Australia and Mexico, with a Facebook engagement rate of 15%.