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Carrefour

The Carrefour cheerful, human-centered sonic identity conveys positivity through voices and clapping. Deployed across digital and media touchpoints, it strengthens the company’s mission to improve customers' daily lives.

Philippe Thobie

Marketing Communication and Brand Director

In a sector that already has competitive sonic identities, our audio branding strategy has become an essential differentiator in our communication.

Grocery retail for  all

Challenge

For many years, Carrefour has used big commercial hits for its various communication needs, but studies show popular music’s weak effect on strengthening brand bonding, so Carrefour decided to reconsider its sound branding strategy in 2016.

At the time, the retailer was being built around two main segments: the corporate brand and the major supermarkets. It was therefore essential to establish a sound strategy that would benefit each segment while effectively linking to the overall brand, without confusion.

Sonic concept

The « global brand » sound identity is fresh, cheerful and conveys a positive personality.

The music is composed entirely of human sounds – voices, clapping and finger snapping – to reflect the personal aspect of the brand, and underline the company’s aim: to improve the daily lives of its customers.

Outcome

Adaptations for digital content, radio ads, TV campaigns, event kits, as well as a library of branded music, this complete sound charter provides Carrefour with an agile, 360° sound solution, giving considerable strength to the brand.

Client lead

  • Philippe Thobie former Marketing Director

Agency

  • Michael Boumendil President & Chief Creative Director
  • Laurent Cochini Managing Director
  • Marie-Claire Chevalier Project Director
  • Vincent Turbé Art Director
  • Eric Caissy Senior Designer & Chief Orchestrator