Flexibility for global uses

Set the competitive bar high


The consumer health product category is extremely competitive with a multitude of touchpoints to manage, in order to communicate with target audiences.

The Smile brands, Signal and Pepsodent, approached Sixième Son to develop a sonic identity system and strategy that would:

-Reinvent the use of audio in the sector; increased differentiation & emergence

-Set the competitive bar high: implement a complete audio system in-line with brand values and aspirations

-Develop sonic assets for global integration and coherence

Sonic identity

The Smile Brands sonic identity is an expression of youth, positivity and warmth and equally engaging and vibrant.

The children’s voices are the main elements that make up the sonic logo. As the brand is seen as an important family household player, it was important to be reminded of the people who matter the most. The brand team also wanted to convey a sense of simplicity, which is represented by the few number of instruments and easy rhythm.



With the success of the sonic logo, the brand team decided to strengthen the strategy by developing segmented versions to help communicate to different target groups – families and health professionals. Two alternative versions of the sonic identity were designed:
1) Family: the addition of adult voices to help convey the feeling of more diversity in ages and family togetherness.
2) Health professional: removing voices and modifying instrumentation to sound more scientific for content that speaks to the detailed health benefits of using the products.



Michael BoumendilPresident & Chief Creative Director
Laurent CochiniManaging Director
Yassin Diouri – Project Director & New Business
Julien Goris, Vincent TurbéArt Directors
Eric Caissy, Marion Combes, Ianis Mauraisin, Hugo Letexier, Romain Debrie, Pierre MoreauDesigners