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
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.
Michael Boumendil – President & Chief Creative Director
Laurent Cochini – Managing Director
Yassin Diouri – Project Director & New Business
Julien Goris, Vincent Turbé – Art Directors
Eric Caissy, Marion Combes, Ianis Mauraisin, Hugo Letexier, Romain Debrie, Pierre Moreau – Designers