Pillsbury Shortlisted x3 at the Transform Awards North America, Including Best Audio Brand
Made Music Studio’s longtime partnership with General Mills has produced some of the most distinct, memorable and effective audio branding solutions in the CPG sector. From Cinnamon Toast Crunch’s award-winning “CINNADUUUUUST!!!” shout to Totino’s Pizza Rolls’ Super Bowl showstopper featuring the ‘Detroiters’ themselves, there’s always a sonic success to celebrate together.
We’re proud to share that our work has once again been recognized by the Transform Awards North America, this time for Pillsbury’s sonic identity system.
You may have heard the work, shortlisted for Best Audio Brand as part of this year’s competition, during the Pillsbury’s holiday campaign, on TikTok alongside Mama Kelce or even at Dodger Stadium! Wherever you hear it, the expansive toolkit of sonic assets delivers on the emotional connections consumers associate with Pillsbury, reminding listeners of their favorite kitchen companion: the Pillsbury Doughboy.
Overall, Pillsbury’s brand refresh was shortlisted in three key categories:
· Best Brand Evolution (Consumer)
· Best Audio Brand
· Best Visual Identity from the FMCG Sector
Learn more about Pillsbury’s shortlisted audio brand below.
As one of America’s most beloved brands, Pillsbury has been synonymous with family celebrations for over 150 years. But to drive growth, Pillsbury needed to evolve beyond special occasions and reach modern families in the everyday moments, too.
Made Music Studio partnered with General Mills to create an entire sonic identity for Pillsbury, one that would expand the Doughboy’s familiar “Hoo Hoo” giggle into an entire world of sound.
Case Study: The Sound of Pillsbury
The distinct, flexible and cohesive audio brand is one component of Pillsbury’s brand design refresh, which also includes a new logo, typeface, color palette, packaging and a glow up for the Pillsbury Doughboy. He’s doughier, talkative and has a new soundtrack to score every adorable brand moment.
The complete sonic toolkit includes a brand theme, a sonic logo toolkit, an ownable melody, custom campaign music and a library of arrangements designed for digital and social content. Aside from this awards recognition, the quantifiable results of the new sonic expression have been outstanding.
Stadium Sponsorship - Pillsbury
Early results show doubled social media effectiveness and an 80% increase in digital video effectiveness following the introduction of the new assets. In fact, Pillsbury saw over 1.3 billion impressions across all media platforms within a few months of launch.
The expansive brand world has also closed gaps with growing audiences. Pillsbury has seen improved penetration with U.S. Hispanic families resulting from strategic, multimedia partnerships featuring the Doughboy, including a sponsorship at Los Angeles’ Dodger Stadium.
The Transform Awards North America celebrates rebranding, repositioning and brand development for some of the world’s biggest brands. The 2025 winners will be revealed at a special ceremony on October 8th at the Edison Ballroom in New York City.
You can view the full shortlist and categories in Transform Magazine.
