The Sound of Fruttare
Speaker: Daniel Jackson
Client: Unilever, Fruttare Ice Cream
Agency: CORD Worldwide – United Kingdom
Abstract (Description by CORD Worldwide)
CORD were engaged to help the brand to unite its consumers through the power of music. With summer at the centre of the brand, our team began with an extensive research project analysing over 300 summer music festivals. We studied and deconstructed 100 songs from headline acts to find out exactly what makes up the DNA of a summer hit. We also explored music strategies of Fruttare’s competitors. This allowed us to develop an understanding of the musical landscape and determine the future strategy for the brand.
Our analysis made it clear an unforgettable hook would separate Fruttare from its competitors. Having engaged songwriters and producers to craft summer pop tunes, we explored the musical flexibility of the chosen route using multiple versions of key hooks across a range of music genres. The final deliverables included the final Fruttare brand anthem called ‘Stay A While’ with a truly unforgettable 9-note hook that perfectly captures the sound of summer. All final deliverables were delivered alongside a guidelines movie, which explained how to integrate Fruttare’s new audio assets into communications. Since its development, ‘Stay A While’ has been used in every brand communication, at pop-up events and in multiple pieces of digital content.
Fruttare consumers have already engaged with ‘Stay A While’ and have enquired via various social media sites as to how they can find, listen to and buy the song. In order to capitalise on broadcast exposure and positive feedback from markets, CORD recorded a full-length version of ‘Stay A While. To fuel conversation and word of mouth around the brand and its new anthem, we distributed ‘Stay A While’ across multiple online retail platforms and digital streaming services as well as creating a lyrics video for social and brand channels.
Establishing a relationship with global DJ Tiesto allowed for a remixed version of the brand anthem which has now amassed a large number of views across social media channels. Using the existing social community of an established artist allowed Fruttare to build reach and engagement for both the brand and the track.