MassiveMusic Wins at Red Dot Awards with ‘the Sound of Colgate’

MassiveMusic, the agency of record for some of the leading brands in the world, are proud to announce that ‘The Sound of Colgate’ won at the Red Dot Awards in the ‘Brands & Communication Design’ category.

After receiving praise from Marketing Week and strong approval from Colgate themselves, the global music partner achieves another milestone as a thought leader in the domain of sonic branding.

With roughly 20,000 entries every year, the Red Dot Awards is one of the world’s largest design competitions. This year, the 24 international members of the Red Dot Jury selected the best entries following the motto “In search of good design and creativity”. 

MassiveMusic presented their work for Colgate, a sonic brand identity weaved throughout all of their touchpoints. 

The goal for Colgate’s sonic branding was to create a sound that matched the image of optimism whilst remaining effective regardless of different markets, cultural differences and perspectives. After turning to science to take all subjectivity out of the equation, MassiveMusic concluded that the sound of the human hum was the perfect foundation for Colgate’s sonic logo and their wider sonic ecosystem.

MassiveMusic went on to decode the ingredients of optimism to develop their approach. After speaking to some of the world’s leading behavioural scientists to understand the relationships between sound and behaviour, they concluded that humming is the ultimate ubiquitous expression of enjoyment. This theory was adapted into a universal sonic logo – easily recognisable, flexible and yet unmistakably Colgate.

Jared Richardson, Colgate’s head of design, said: “The MassiveMusic team has an innate ability to synthesise complex and emotional feedback and produce something that is rooted in strategy and science, and yet still intrinsically linked to the brand. They hit the perfect note with this project.”

Founder and CEO of Red Dot Awards, Professor Dr. Peter Zec says: “The awards in this competition year show just what good communication design can achieve. It can recognise complex problems and transform these into solutions. It can present multi-layered information in an easy-to-understand way and make it accessible. The range of channels, media and materials used for this purpose is unusually large. You have emerged as a winner with your design in a large field of international participants. Congratulations on this special achievement!”

Winning this award represents another step forward for MassiveMusic. With another accolade in their pocket, they continue to remind brands why sonic branding is no longer a nice-to-have but a necessity nowadays, pushing further in establishing their value in the field of all things music, voice and sound.