The Rejoice carefree, playful sonic identity highlights smooth, tangle-free hair benefits. Adapted across TVCs in Southeast Asia, it enhances brand recall and resonates with the youthful, free-spirited Rejoice Girl.
Rejoice needed a sonic identity that is ownable by the brand and can be easily adapted across different platforms, materials and lengths for the different communication channels, touchpoints and territories. The aim is to boost brand recognition and linkage among consumers in Southeast Asia.
The new sonic identity needed to encapsulate the brand character (clever, free-spirited and unpretentious) while also bringing out the product benefit of effortlessly smooth, manageable, tangle-free, drama-free hair.
The musical arrangement, as well as the voice lead, evoke carefreeness, youthfulness, playfulness and femininity– characteristics of the Rejoice Girl.
The sonic identity and logo has been adapted into various musical arrangements to fit different TVC campaigns in the region – including Indonesia, Vietnam and Thailand.
The campaigns have achieved instant recognisability through the strategic use of sound, boosting brand recall and recognition.