Dive Brief:
- Dove has partnered with Pandora to create "Tropical Moods SoundEscape," a soundtrack of sounds — birds chirping, soft rain, light drum beats — that are inspired by the scent of its Mango Collection, according to a post on the Pandora for Brands blog.
- Created by Pandora's in-house Studio Resonate audio consultancy, the playlist is intended to bring the tropics to consumers as they try to relax and have moments of self-care amid the change of seasons. Pandora will also launch the "Sunset Paradise Mixtape," a custom music station with upbeat reggae, dancehall, hip hop and pop tunes.
- The immersive tactic by the Unilever brand is based on the idea that music and sound play a large part in shaping sensory perception, helping the brand to engage and connect with consumers more deeply.
Dive Insight:
Dove's partnership with Pandora for a tropical soundscape and custom music station brings together a number of marketing trends that have been gaining popularity recently, chiefly brands' growing interest in sonic marketing. These efforts can help brands engage with consumers as they increasingly spend time listening to podcasts and streaming music.
Among other brands utilizing sonic branding, Mastercard led the way by launching in 2019 a sonic brand identity that it described as a "comprehensive sound architecture" that touches across channels. Pandora created a three-note logo to go along with its visual "P" identity in March 2019, while Pantone enlisted audio branding agency Audio UX to create a sound called "Vivid Nostalgia" to promote the company's 2020 Color of the Year.
As interest in audio-first content grows, Pandora is leaning even further into its audio consultancy's ability to differentiate the platform in an increasingly crowded space. Earlier this year, Unilever was among a number of brands that participated in the platform's test of interactive ads that respond to a user's voice commands.
The Dove effort also leans into a growing focus on self-care during the COVID-19 pandemic. The multiple stresses of the pandemic, impending holidays and heated election are having their effect on consumers, giving brands an opening to position themselves as a potential salve.
"We know people want and need relaxing experiences right now, which is why we started asking ourselves, how could we bring that to peoples' homes and headphones?" Amy Stepanian, marketing director for Dove and Dove Men+, wrote in a post on Pandora's blog.
Earlier this week, Ketel One Botanical launched a wellness-focused social media effort that included live-streamed content centering on topics such as meditation, mindfulness and exercise. Previously, 1-800-Flowers launched an online community called Connection Communities, designed to help people find support during difficult times.
