The Challenge
Launching a new brand platform with music that could travel — not just for the campaign, but as a long-term sonic anchor for the brand.
Brand-level
Express the Tough Tummies platform in sound. Warm, grounded, and distinctly Australian, without tipping into sentimentality.
Creative
Connect authentically with the line Only A2 Will Do — building an audio logo that works as a standalone brand signature, not just a campaign endtag
Operational
Deliver assets modular enough to deploy across TV, OOH, social, and programmatic without losing emotional consistency across lengths.
The Solution
A sonic identity designed to grow with the brand — an audio logo and anthem built for consistency at scale, not just campaign by campaign.
The Approach
The Foundation
The Tough Tummies campaign, celebrating the everyday. A celebration of something simple.
Creative direction
Warm and organic, without being earnest. Distinctly Australian in character: real, unpretentious, human.
Distinctive elements
Acoustic-led instrumentation — grounded and human, no clinical polish
Audio logo anchored to Only A2 Will Do — sung, simple, built to stick
The System
Audio Logo — consistent mnemonic for sign-off and attribution
Hero Brand Theme — master composition with flexible edit architecture
Touchpoints
Broadcast campaigns
Social/digital channels
Retail communications
Educational Communications
How it Sounds
Clips are from public sources. We do not host or store these files
Brand Film : Tough Tummies
Building Salience
A sonic platform built to compound over time
The brand anthem and audio logo gave the Tough Tummies platform a coherent sonic presence from launch — consistent across TV, OOH, social, and programmatic.
Built-in attribution: The audio logo's connection to Only A2 Will Do creates an earworm that builds brand recognition with every impression, even without visual cues.
Reduced production friction: Modular asset architecture gave BMF and the a2 Milk team the tools to move efficiently across formats without recreating from scratch.
Consistent emotional territory: Acoustic-led, warm, and distinctly Australian character held across every format length and placement.
Disclaimer
Work shown was created during our founders' tenure at Resonance Sonic Branding and related companies. Trademarks and materials belong to their respective owners. No endorsement or ongoing relationship is implied.
Credits
Client: The a2 Milk Company
Brand Lead: Andy Disley
CMO: Edith Bailey
Agency: BMF Australia
Sonic Strategy: Ramesh Sathiah
Sonic Logo Composer: Mike Newport
Brand Anthem Composer: Scott Langley
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