The music reflects the Michelin spirit of innovation and achievement, while at the same time maintaining a feeling of closeness

Jean-Frédéric Douroux, Communication & Chief Brand Officer

Driving rhythms

The right balance of innovation


Michelin, though an innovative company, was seen as old-fashioned because it had been around since the 1800s.

The brand wanted to strengthen communication initiatives by creating a unique sonic identity to reposition the brand and change consumer perception from old-fashioned to leading in innovation.

Values to Communicate

Leadership, Modernity, Mobility, Innovation, Driving pleasure

Sonic identity

Michelin has led the way with its strong audio brand created by Sixième Son in 2008.  The branded sound underscored innovation and leadership. But in 2019 the brand was ready for an evolution of their positioning, one that refocused the brand to convey more CARING.

The first four notes of the original 7-note melody were the most memorable to the audience so we began there.

The new audio logo is still recognizable but now portrays a gentler and more protective side of the company.


Played on all platforms and all countries, this sonic identity is present in all Michelin advertising campaigns throughout the world.  Introduction of the music has been shown through biometric testing to return audience attention to the screen and slow the decrease of interest.

Today, Sixieme Son serves as the Michelin global music supervisor, helping ensure the entire sonic system is coherent and on brand across 170 countries.



Claire Dorland-Clauzel – Member of the Executive Committee of Groupe Michelin
Jean-Fréderic Douroux  – Communication Director Europe
Céline Laplace – Advertising Manager


Michael BoumendilPresident & Chief Creative Director
Laurent CochiniManaging Director
Delphine Guérin – Project Director & New Business
Anne-Sophie Moretti – International Project Manager
Julien Goris, Vincent TurbéArt Directors
Eric Caissy, Ianis Mauraisin, Hugo Letexier, Romain Debrie, Marion Combes, Pierre Moreau – Designers