Tostitos Teams with Made Music Studio for a Sonic Logo That’s Much More Than a Crunch

With the consumer shift towards audio-first platforms, Frito-Lay understood that developing a sonic element to their brand identities would be key to future success. After working with Made Music Studio to create sonic branding for Doritos, Frito-Lay expanded the partnership to include more of their trademark brands, including Tostitos.

Although also a chip brand, Tostitos had a unique standing in the snack aisle, and wanted a sound that reflected their full range of products - dips as well as chips. Their new sonic identity needed to be timeless, social, fun, but most importantly: more than a crunch.

Tostitos fans are social instigators, an audience who gathers around a bowl of chips and salsa at a sports game, party or hangout with friends. We asked: what if a group of friends came together and made the sonic identity themselves? All they’d need would be chips, salsa, and a little imagination.

As luck would have it the Tostitos products themselves are actually...musical. From their delicious crunch, to the rustle of a bag of chips, to the iconic pop of their salsa jars opening. And then we uncovered something truly unique –Tostitos salsa jars are in tune! We combined the sounds of the products to create a sonic logo that sounds the way only Tostitos could.

Fast, musical and memorable, the resulting sonic logo is a bite-sized earworm clocking in at just 1.5 seconds. The structure and design make it incredibly impactful and flexible for every 'sound on' environment.

Tostitos launched their first-ever sonic logo in January 2022 alongside a parallel visual refresh, and has been making its way across TikTok and ad campaigns, including a spot featuring and co-written by actor and comedian Dan Levy.

Better still, the new sonic identity is measurably proven by audio intelligence company Veritonic to increase Ad Recall (up 20% vs CPG norms), Brand Appeal (up 13%) and the feeling of Fun (up 185).

Read the full story behind the Tostitos sonic logo here.