Nescafé

Musical Consistency Across Time, Territory and Touchpoint

The challenge was to build a recognisable sonic identity for Nestle’s biggest brand, Nescafé - one that would resonate across different territories and drive consistency in its communications, thereby helping to shape the Nescafé brand world.


INSIGHT


Through an extensive musicological analysis of 30 years of Nescafé's broadcast communications, we discovered that Latin music was a recurring theme that amplified the product’s provenance.

We uncovered one piece in particular called ‘Embarcadero’, which combines traditional Latin American rhythms with Western contemporary music styles. Through our research, we learned that consumers associated the piece with the comfort, energy and warmth of the beverage.


SOLUTION


Melody is the component in music that is most strongly associated with memory. For that reason, our team of musicologists identified a five-note structure within ‘Embarcadero’, which had the potential to be developed into a sonic memory-trigger or mnemonic.

To test the flexibility of these five notes, we composed a series of treatments using a range of musical genres, from folk to electronic to classical, and then synched them to film. This enabled us to demonstrate to NESCAFÉ client stakeholders that the sonic identity is adaptable in style, whilst remainingEndFragment memorable and helping to drive brand recall. The ‘La Figura NESCAFÉ’ sonic logo was born.


RESULTS


CORD is now Nescafé’s official music agency of record, building a global library of tracks for communications across time, territory and touchpoint.

To date, CORD has created over 100 music assets for 40 of Nescafé's markets, ranging from short tags using the ‘La Figura’ sonic identity, to longer 30 second compositions for television commercials, retail soundscapes and even three minute pop songs.

The key benefits of having a single, identifiable sonic identity are indisputable - greater brand consistency, dramatically improved brand recall, and enormous cost efficiencies over traditional licensing of music assets.

The Nescafé La Figura sonic identity is just one of our sonic branding success stories. To find out more, see our other case studies below, or contact us for a detailed analysis of how audio branding can improve your brand goals.