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
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
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 Strategy
Strategic anchor
The Tough Tummies campaign, celebrating the everyday. Not aspirational wellness. 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. Modular anthem structure — cuts cleanly from 60s to 5s without losing identity.
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 provided for reference from public sources.
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
This work was led under our creative strategy during our time as founders of Resonance Sonic Branding (later acquired by Songtradr). All trademarks and materials remain the property of their respective owners. Inclusion does not imply endorsement or an ongoing commercial relationship.
Credits
Client : The a2 Milk Company
Client Lead : Andy Disley
CMO : Edith Bailey
Creative Agency: BMF Australia
Sonic Strategy: Ramesh Sathiah
Sonic Branding Bomposer : Mike Newport
Brand Anthem Composer : Scott Langely
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