Cadbury latest global brand to invest in sonic identity
Sonic branding agency DLMDD worked with composer Guy Farley to produce the brand’s new sonic logo. Written on a one of a kind 1895 Steinway piano, it aims to epitomise Cadbury’s iconic line ‘There’s a glass and a half in everyone’.
With his work spanning across orchestral scores and collaborations with global artists, some of Farley’s biggest projects include Netflix drama ‘The Crown’ and the soundtrack to Channel 4’s advert ‘We’re the Superhumans’.
He says, "For me this was like a Mad Men pitch scene - write a musical motif that captures and encompasses the emotions of Cadbury. That was all the direction I needed.
“I started thinking, conceiving and writing in my head and then went to the piano and played it. It just felt right. I tried variations, different keys, up and down octaves, harmonic variations, inversions, longs and shorts - every time coming back to this one. It just worked. It felt like home. Ultimately it was my 1895 Steinway upright piano that created the Cadbury sonic logo.”
Cadbury’s investment in a sonic logo, which can now be heard on UK and Australia-based campaigns, follows on from a reported 22% increase in global brands launching sonic identities last year.
Lizz Harman, creative music consultant at DLMDD, adds, "Cadbury is the world's favourite chocolate and the piano is the world's favourite instrument. So there really was only one place to start. Right from the very first time we heard the sound of Cadbury resonate from Guy's famous Steinway piano, we felt like we'd known it forever."