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.
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.
The « global brand » audio identity created by Sixieme Son is fresh, cheerful and conveys a positive personality.
The sonic identity 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.
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.