Cadbury Rolls Out Delightful Sonic Logo Created From Antique Piano
Image via Cadbury
The quintessential sweetness and velvety texture of Cadbury milk chocolates that lingers on your tongue are bound to take you back to your childhood. The confectioner wants to bottle up this nostalgia, and it’s using a sonic logo to achieve that.
Cadbury roped in the folks at sonic branding agency DLMDD to take its visual identity to a multisensory level. In turn, the studio enlisted composer Guy Farley to come up with a playback of emotions tied to Cadbury and its slogan, “There’s a glass and a half in everyone.”
Farley, a renowned composer with an extensive body of work including scores for Netflix’s The Crown and the Mother Teresa film, likened the undertaking to “a Mad Men pitch scene.” When looking at the brief, two words stood out to him: “coming home.”
That phrase was just enough to give Farley that musical nudge. As he went to bed and nodded off, he heard a sort of “de la dum.”
The next morning, Farley sat down at his one-of-a-kind 1895 Steinway piano and got experimenting with all sorts of long and short jingles, as well as instruments like marimbas and 80s synthesizers—although he knew from the start that the antique piano was the right one.
Cadbury’s sentiments echoed the composer’s, and it settled on just three notes played on the Steinway.
Farley tells The Drum that the jingle is “a bit like an amen—it’s homey.”
“Cadbury is the world’s favorite chocolate and the piano is the world’s favorite instrument,” Lizz Harman, creative music consultant at DLMDD, relates later. “Right from the very first time we heard the sound of Cadbury resonate from Guy’s famous Steinway piano, we felt like we’d known it forever.”
The sonic logo has begun rolling out across Cadbury’s UK and Australia campaigns. You can hear it gently playing at the end of these commercials:
[via Transform Magazine and The Drum, cover image via Cadbury]
