Shell's single sonic melody, adapted across many styles and markets, has saved the company tens of millions of dollars in music licensing fees.

CaseBrand & Creativity

Shell's single sonic melody, adapted across many styles and markets, has saved the company tens of millions of dollars in music licensing fees.

Shell's sonic identity uses one memorable melody expressed in many styles, from hard-hitting electric guitars to Thai and Turkish adaptations. Beyond winning awards, it has saved the company tens of millions of dollars in music licensing fees.

Source

The WARC Guide to brand assets in a hybrid world (2022)

WARC (eds. David Tiltman, Lena Roland, Catherine Driscoll); contributors incl. Jenni Romaniuk & Brooke Klement (Ehrenberg-Bass), Nick Liddell (Baron Sauvage), Adrienne Little (And Rising), David Taylor (the brandgym), David Courtier-Dutton (SoundOut), Panos Dimitropoulos (Kantar), Rachel Barton (Design Bridge), Morten Grubak (Virtue), Elisa Harca (Red Ant Asia)

p. 36; The WARC Guide to brand assets in a hybrid world

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