Burger King® International
Client: Restaurant Brands International™
Brand: Burger King® International
Services: Sonic Branding, SonicPulse® Research
Burger King® already owns some of the world’s most iconic brand assets like the Whopper, the Crown and the bold visual logo, giving them many of the ingredients for success. But one ingredient was missing: a distinct and ownable musical expression that could capture their “Have It Your Way™” promise for global audiences.
Burger King International partnered with Made Music Studio to develop a sonic identity that delivers on BK’s brand values and amplifies the rewarding feeling of the guest experience.
The new Burger King International sonic identity sizzles, already resonating with guests all over the world. Sound is an important evolution for our brand platform, and another valuable asset for our continued growth.
– Gregg Heard, VP, Design, RBI
Strategically crafted to make life tastier for every guest, the Burger King International brand theme is an empowering fanfare fit for modern-day royalty. We swapped traditional horns for a funky saxophone hook, creating a timeless sound that embodies confidence in every note. The track also features craveable elements captured by real-life recordings at restaurants, including the sounds of flame grills and soda machines. And with the sax at its core, the sonic logo is a celebratory musical cue that brings every musical ingredient together in one perfect bite.
To assure sonic success in a crowded QSR space, Burger King tested their sonic identity for subconscious emotional appeal through our SonicPulse® Research capability. The international sonic identity has been quantifiably proven to boost emotional appeal across global markets including China, Brazil, France and Spain. The brand theme tested higher for appeal than 86% of all sonic logos in market, including McDonald’s, Netflix and Mastercard, with high scores for Brand Fit, Driving Preference and Brand Building.
Creative Team:
Danielle Venne – Executive Creative Director
Lucas Murray – Senior Music Producer
Tevin Prince – Coordinating Music Producer
Eric Hall – Composer + Music Co-Producer
Kristen Lueck – Account Director
Zorah Hall – Account Executive
Joel Beckerman – Founder + Music Producer
Bryan Natalio – Mix Engineer
Lucas Murray – Sound Designer
Eric Hall – Saxophone