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Crystal Clear

Crystal Clear gives you that much-needed moment of rest on a busy day. So that you can move forward with a fresh mind, full of energy. TAMBR translated this sensation into a crystal clear tune full of rhythmic dynamics, accentuated by musical resting points.

“Building our own brand sound around the right musical associations, together with TAMBR and a composer, was one of the highlights of the year.”

Charlotte Libaudière, Brand Development Manager Vrumona

What was the reason for Crystal Clear to develop a musical identity?

Crystal Clear has become an indispensable part of the Dutch soft drinks landscape. But where there used to be a clear difference between brands and segments, we now see more overlap. This makes it extra important to distinguish yourself, in order to create a clear position in the consumer’s mind. Therefor, the Crystal Clear brand has always played a big role in our campaigns. Until now mainly in visual terms, because audio-wise we sounded quite generic. Clearly, there was an opportunity to develop a unique audio identity. When hearing our sound logo you will soon feel like having a refreshing glass of Crystal Clear!

You were also working on a campaign. How did those two processes run side by side?

Scoring the campaign went hand in hand with the development of our musical identity. TAMBR managed to excellently maintain the balance between brand and campaign. What worked especially well was the interaction between Crystal Clear, TAMBR and our creative agency. This resulted in a characteristic brand anthem, which was appropriately translated into the campaign score.

Crystal Clear brand anthem

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How did you experience developing your own sound?

Very innovative and cool! Based on our Needscope research, we knew exactly where Crystal Clear was positioned. From there, TAMBR convincingly led us into the development of our audio identity. Our sound has become a nice balance between ease-of-mind and the ‘mental’ refreshment that Crystal Clear gives you. In addition, it was also interesting to see how you can distinguish yourself from the competition by choosing a different sound. Building our own brand sound around the right musical associations, together with TAMBR and a composer, was one of the highlights of the year.

Crystal Clear sound logo

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And what do you think of the end result?

We are very happy with our audio identity and absolutely believe that this sound will contribute to building our brand. Audio has become an indispensable part of the marketing mix. In fact, research shows that radio is one of the best performing media. So we are launching our audio identity just at the right time!

Crystal Clear TVC

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