In a crowded CPG category, Tostitos knew their first-ever sonic identity needed to be more than a crunch. They wanted a sound that reflected their full range of products – dips as well as chips. The creative inspiration came from Tostitos’ values of togetherness and fun – and a question. 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 (!), Tostitos products are actually…musical. From their delicious crunch, to the rustle of their bags (which sound a lot like cheerleading pom-poms), to the iconic pop of their salsa jars opening. And then we uncovered something truly unique – Tostitos salsa jars are in tune! That delightful discovery opened a whole new world of musical pathways.

With the consumer shift to audio-first platforms such as podcasts, streaming audio and voice assistants, Frito-Lay realized that developing a sonic element to their trademark brand identities would be key to future success.

We started work on Tostitos with a clear strategy for their sonic identity. During our discovery phase we developed a deep understanding of the brand’s consumers, insights, competitors, aspirations and what makes the brand unique.

Tostitos stands for togetherness. Their fans are social instigators, constantly looking for new opportunities to share social occasions with friends, family and colleagues. They want to “get to the good stuff” fast. From there we explored many creative pathways to capture the essence of that feeling.

Tostitos is also unique within the chip category — they have dips as well as chips. That combination of products is an essential part of the consumer experience, amplifying moments of community, togetherness and fun.

During the development phase, one idea stood out; an iconic and ownable sound composed entirely with Tostitos’ chips and dips. 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.

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). And when the audio branding was added to Tostitos’ visual brand assets, they also saw an increase in performance – more energetic, more exciting, fun, playful and unique.

The best sonic identities reach consumers on an emotional level. When you hear the sound of Tostitos, it feels like fun. It's a memory trigger that reminds you of togetherness with friends and family.