FMCG AND THE POWER OF SOUND

Fast moving consumer goods need fast moving consumer facing marketing. Where the right sound makes all the difference.

Let's talk about music

FMCG in 2022: smaller budgets, TikTok & building brand love.
Sounds familiar?

2022 has been a challenging year for the FMCG industry. Advertising budgets are being trimmed down due to the rising prices of raw materials and narrowing profit margins. Every brand out there wants to shift from Facebook to TikTok, but most have no idea how to be successful in a sound-on platform. Plus, competition is fierce; the need to connect emotionally with your consumers is crucial for low-involvement products - where emotions play a way larger role than rational thinking.

The good news is we know exactly how to help you tackle your specific industry challenges. For over 20 years, MassiveMusic has helped FMCG brands harness the power of music & sound to reach more consumers, and beat the competition. We’ve developed and executed sonic branding strategies and campaign music for A brands such as Colgate, Pampers, Lancôme, Nespresso, Bacardi, Milka and Oreo.

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A sonic identity can increase your ads effectiveness up to 30%. No need to worry about that budget cut.

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You need a bespoke sound-on strategy to get your brand noticed and loved on TikTok.

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Sound is the most effective tool to humanise your brand and make your product a no-brainer at the point of sale.

Brands That Trust Us
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How MassiveMusic will solve your FMCG challenges

Make your ads more effective

Fact: Only 19% of TV viewers actively watch TV ads. Consumers can look away, but they can't turn off their ears. So with TV advertising, that means minimum 5x more reach when your ad has a sonic logo. You've gone from targeting the people actively watching your ad (19%), to everyone within earshot of the TV - even those who weren't watching. Plus, research shows how adding the right music to an ad increases brand affinity by around 11%. That means more reach, likability and recall by including sonic branding into your FMCG strategy.

Make it big on TikTok

You already know that if you want to reach entry point consumers, you need to be on TikTok. Your digital advertising spend is shifting away from Facebook, and you can't just copy and paste the same content. TikTok is a whole different beast - an audio-on entertainment platform that requires a tailor made music strategy that will get people dancing, singing and co-creating with your brand. Lucky for you, we're a TikTok Official Music Partner. We know how to create, curate and collaborate on the right TikTok soundtracks that will get your brand noticed and embraced by the TikTok community.

Boost your brand love

FMCG is a highly competitive market that usually suffers from low involvement; customers put very little effort into shopping between brands. Purchase decisions are made in a fraction of a second, where emotion plays a more important role than rational thinking. Music and sound are the most effective ways to build brand love and the emotional connections that will get your product standing out and chosen from the shelf. Music has the power to create distinctive, meaningful experiences around FMCG products that are usually sold through 3rd party retailers - an environment with little direct control - differentiating brands in innovative ways.

In essence, music & sound make more people notice and like your brand, which is the key to beating your FMCG competitors.

Our Services
  • Sonic Branding
  • TikTok Music Strategy
  • Music Curation & Licensing
  • Branded Music Libraries
  • Voice & Sound Design
  • Music Activations
Some of our FMCG Work
Colgate CaseStudy

For The Sound of Colgate, we used music to stand out from the crowd and created an entire sonic identity around the well-known toothpaste brand. We discovered that the ‘human hum’ can be seen as a universal sound of optimism and incorporated that into the sonic logo for Colgate. With sonic branding triggering more recall than other brand assets, you might now catch yourself humming in front of the shelves with toothpaste in the supermarket — and the point of all this? You’re now more likely to choose Colgate toothpaste. 

Colgate

Sonic Branding

Lancome CaseStudy

For the Lancôme Monsieur Big challenge on TikTok, we turned up the volume by identifying the style & sound palette in line with TikTok trends. Creating:

  • A 60” track for sponsored influencers in videos, and an accompanying filter that let them try on the Monsieur Big make-up and create different looks.
  • A 15” secondary asset for TikTok users to film themselves applying one of 4 filters, which digitally changes the make-up look on their face.
  • An audio-led TikTok challenge, creating direct brand engagement with a catchy and memorable sound that signalled the brand name.

The music we made highlights 3 clear signals for when to change the filter, easily recognisable, even for someone nonmusical.

Lancôme

Music Production & Composition

Chiquita CaseStudy
MassiveMusic is bananas about Spotify playlists. And that's exactly what this Chiquita project embodies on a global level.
 
Music adds an extra layer of experience to a product as relatively standard as a banana.
 
Chiquita wanted to include a Spotify code on the iconic blue label that, once scanned, takes consumers to one of five curated playlists. From April 2020, 400 million bananas were ready to be scanned all over the world.
 
But there's more. We were then asked to create five revisited versions of ‘Miss Chiquita’, the legendary jingle which first hit the airwaves in the 50s (!), to match the vibe of the related playlists.
It was bananas. B-A-N-A-N-A-S (to be read with Gwen Stefani's voice).
Chiquita

Sonic Branding, Music Strategy & Music Activation

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Get our Whitepaper on Sonic Branding

Want to know all the ins and outs about the marketing power of sound? Fill in this form to receive Sound Advice, MassiveMusic's latest whitepaper on all things Sonic Branding. It includes a step-by-step explanation of sonic strategies and tactics, illustrated with case studies from renowned brands such as Colgate-Palmolive, Philips and O2. 

About MassiveMusic

We are MassiveMusic, the agency of record for some of the most famous brands in the world. As a trusted partner, we deliver everything a brand needs in the field of music, voice, and sound. Impactful strategies, sonic brand identities, and best-in-class compositions – we create this and much more thanks to our fervent passion for music combined with craftsmanship and scientific research.

Get in touch

Perhaps it’s time to level up your business with a distinctive sonic strategy too? Let's hop on a call and kick-off your sonic branding today.