Groupama is reinventing its brand expression through a new sonic system designed to embody its reassuring, human, and optimistic vision. Created by Sixième Son, the Groupama sonic identity reflects the brand’s “village spirit” and strengthens its emotional connection with audiences across every touchpoint.
Groupama is one of the most iconic French insurers. It has embedded itself in the hearts of the French people through strong symbols such as Cerise and its iconic green dots.
But Groupama is also about its local roots, embodying a new rurality that evolves and energizes itself while never losing its “village spirit.”
These strong symbols are at the heart of the brand and its renewal: a brand that puts at the core of its DNA places its clients needs, and its reassuring and optimistic vision.
The brand is reinventing itself with new visual codes: new graphic charter, new logo, new advertising tone, and at the foundation of it all: a new sonic identity.
A warm, sunny, and rhythmic music that reflects the brand’s vision, embodies strong human values, and evokes Groupama’s support: human, reassuring, and grounded in reality.
The lead voice, feminine, caring, and “authentic,” finally provides a vocal embodiment of the iconic character, Cerise.
The musical tone—pop and acoustic—is composed of organic and “live” elements, bringing warmth and authenticity to the brand.
A melody that is strong, impactful, embodied, and elegant: the winning combination!
The Groupama sonic identity is deployed across all touchpoints to create a cohesive and enduring musical system.
It enhances the brand, its expression, and its connection with audiences through adaptations that address strategic, ergonomic, and experiential challenges.
It is more common to test a sonic identity after exposure; however, Groupama’s new sonic identity was tested* in partnership with Harris Interactive and achieved excellent and very promising results.
The sonic identity and the signature are highly consistent with the brand’s attributes, particularly with the character of Cerise.
This perception of consistency is also accompanied by an increased sense of trust in the brand, greater proximity, and a reinforcement of its uniqueness.
A likeability score above the benchmark**. Combined with its strong memorability, this excellent likeability score gives the sonic identity significant emotional impact.
The Groupama sonic identity demonstrates how a consistent musical system can reinforce brand values, improve memorability, and create meaningful connections with audiences. As pioneers in sonic branding since 1995, Sixième Son designs scalable sonic ecosystems that support long-term brand performance.