Case Study: Frito-Lay boosts Doritos sonic brand recall with Veritonic measurement capabilities

Frito-Lay boosts Doritos sonic logo recall 23% above CPG norm with Veritonic

Frito-Lay sought to shift the Doritos brand's focus from its strong visual identity to a sonic one, as consumer attention increasingly turned to audio. The challenge was to translate the brand's unique and disruptive identity into a memorable sound. To achieve this, Frito-Lay utilized the measurement capabilities of the vendor, Veritonic, to test their new sonic branding.

Veritonic's platform measured the performance of the sonic assets developed with Made Music Studio. The results showed the new audio logo scored 23% above the CPG norm for memorability and led to a 12% higher overall brand appeal. Importantly, 70% of the target audience found the sound disruptive, achieving a key brand objective as measured by Veritonic.

Frito-Lay