Pillsbury

General Mills was looking to expand and modernize the sound of Pillsbury as part of their brand world refresh. As an iconic heritage brand with highly recognizable assets like the Pillsbury Doughboy and his cheerful giggle, they identified sonic branding as a way to supercharge emotional connections across touchpoints to reach modern consumers.

Pillsbury and Made Music Studio created a musical expression that’s cheerful, warm, and authentically reminds audiences of their favorite ally in the kitchen. It expands Pillsbury’s primary sonic asset — the Doughboy Giggle — into an entire world of music and sound. Their sonic system includes an overarching brand theme, a sonic logo toolkit, an ownable melody, and a library of arrangements designed specifically for digital and social content.

Pillsbury’s 2024 TVC campaign (including “Best Day Ever”) demonstrates the flexibility of their sonic identity system. As part of the storytelling, Made Music Studio crafted custom arrangements of the Pillsbury brand theme for each spot, creating a cohesive and expansive sound.

Creative Team:

Danielle Venne – Executive Creative Director
Lucas Murray – Supervising Music Producer
Broox Carmona – Music Producer
Jackson Shelton – Composer + Music Co-Producer
Stephanie Hunt – Group Account Director
Chandler Lane – Senior Account Executive
Joel Beckerman – Founder + Music Producer
Simon Thomas George – Piano + Keys
Ben Arons – Mix Engineer