Pure Blonde launched their brand into the Australia marketplace 15 years ago with campaign built around purity, so to launch Pure Blonde’s new organic beer we wanted to create a sonic branding mnemonic that continued the story of purity.
Using the key words of “pure”, “positivity” and “harmony”, we were drawn to the classic heavenly choir with a melodic element of a beautiful harp. With a large media spend the mnemonic is used across TV, online and radio and uniquely reminds consumers of Pure Blonde’s pure branding and organic products.
