case study:
pillsbury

the big picture

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.

General Mills looked to expand and modernize the sound of Pillsbury as part of their brand world refresh, which included a new logo, typeface, color palette, packaging and a glow up for the fan-favorite Pillsbury Doughboy. A distinct, flexible and cohesive sonic identity would complete this new brand world, supercharge emotional connections and reach modern consumers across touchpoints.

Pillsbury partnered with Made Music Studio to create an expansive sonic identity system that’s cheerful, warm and authentically reminds audiences of their favorite ally in the kitchen. It expands Pillsbury’s primary sonic asset — the Doughboy’s “Hoo Hoo” giggle — into an entire world of music and sound.

the challenge

Pillsbury helps families make homemade memories together. But home for the modern family looks different these days. Following the 2020 pandemic, consumer behavior has shifted. Diverse family dynamics have created the need for budget-friendly meal solutions, leading to growth in the dough category and for the Pillsbury brand.

In parallel, modern consumers are spending more time on audio-first channels. Audiences — Gen Z in particular — are finding new products and meal inspiration through TikTok, influencer content and recipe videos. Pillsbury’s #1 distinct brand asset, the Pillsbury Doughboy, could not easily translate across these digital touchpoints: while highly recognizable by Gen Pop with a 71% share in the baked goods category, General Mills found the “Hoo Hoo” giggle had low brand attribution when not paired with the Doughboy onscreen.

To be truly distinctive, Pillsbury needed to ensure their brand identity was instantly recognizable, memorable and fit for purpose in every channel. So General Mills embarked on a brand refresh for Pillsbury, one that would support growth and transform the heritage brand into one that is fit for a modern, sound-on world. This multisensory brand refresh would bring together a new visual identity, an update to the Pillsbury Doughboy’s look and personality and a sonic identity that could strengthen Pillsbury’s storytelling and deepen bonds with consumers at every touchpoint.

the approach

Pillsbury and their products make mealtime easy, providing a way for families to build traditions and lasting memories together. This promise is baked into Pillsbury’s new brand platform, “Roll With The Real,” which sets a down-to-earth and relevant tone for the evolved brand world, from visuals to audio.

Pillsbury’s new sonic identity includes an overarching brand theme, a sonic logo toolkit, an ownable melody, custom campaign music and a library of arrangements designed specifically for digital and social content. It transforms what was already iconic — the Doughboy giggle — into an entire world of music and sound, pushing the brand from “heritage” to “modern icon.”

At the center of the sonic brand is Pillsbury’s sonic logo, a powerful memory trigger for the brand that serves as a true ally in peoples’ kitchens and hearts:

In just a few seconds, the melody translates Pillsbury’s personality and values into music, creating a sound that is Genuine, Warm, Real, Cheerful, Uplifting, Helpful and Inclusive. When combined with the Doughboy’s giggle, the short musical expression instantly takes the stress out so families can put the love in.

The sound of Pillsbury was recorded and mixed with real instruments and played live through analog equipment, creating a solid, reliable foundation beneath the feel-good hook. The brand theme combines brass and Steinway Grand Piano for that classic sound, and Wurlitzer electric piano to capture the magic and imagination that Pillsbury brings to not just special occasions, but everyday moments, too. Claps, whistles and guitar add a touch of homemade flavor to the composition, authentically reflecting Pillsbury’s brand promise and creating a soundtrack for a good time in the kitchen.