Leffe beer brand has taken a leap into sonic branding, an innovative audio promotional method previously efficacious for Netflix. This technique aims to strengthen the bond between brands and their consumers through unique auditory experiences, enhancing the appeal and recall power of the brand.
Falling under the Anheuser-Busch InBev family umbrella, Leffe employs sonic branding as tribute to its centuries-old Abbey heritage. The step into sound is a first for a global beer brand, combining innovation and tradition. London-based music and sound agency alongside worldwide agency JKR were key collaborators.
This fresh sonical signature aligns with the Leffe’s historic Abbey artistry. As Lourenço Arriaga, Marketing director shares, “The sonic branding truly reflects the superior craftsmanship that we adhere to.” He adds, “with this immersion into our brand’s identity, consumers will enjoy a more profound connection with Leffe.” Sonic branding enhances consumer relations in a unique marketing manoeuvre.
The end product, ‘The Sound of Monastic Divinity,’ was borne from acoustics captured in the original Leffe Abbey in Belgium. The sonic logo encapsulates the brand legacy while the sonic palette serves as a standalone tool for branding.
Leffe beer’s innovative sonic branding strategy
This musical blend of modern technology and traditional monastic echoes exhibits the character of Leffe.
JKR’s Executive Creative Director, Sean Thomas asserts that the creative process features brand origin in all facets, providing a deeper understanding of the brand for everyone. In addition to current consumers, the approach targets future patrons.
Leffe hopes to reach about 95% of European consumers through this sonic adventure by 2024. They’re incorporating modern auditory experiences and historic importance into online shopping paths, product use, social media and TV ads. The aim is to deliver a holistic and immersive brand experience, connecting with consumers emotionally. The practice effectively positions Leffe at the forefront of contemporary marketing techniques. By 2024, European consumers will recognise an auditory experience that is inherently Leffe, whether during online shopping or TV commercials.
