Totino’s Pizza Rolls
Client: General Mills
Brand: Totino’s Pizza Rolls
Services: Sonic Branding
Totino’s Pizza Rolls has the highest social media engagement in the General Mills portfolio, so their sonic identity needed to reach Gen Z fans where they’re at: sound-on social & gaming platforms.
Designed to flex across TikTok and beyond, the gamified sound of Totino’s has been crafted to increase brand appeal and recall while feeling friendly, familiar and absurdly funny. This isn’t your typical sonic identity — it’s an experience that’ll send your tastebuds into another dimension.
The Totino’s brand theme, “Area 425,” is a genre-jumping, musical multiverse filled with subliminal memes and audio easter eggs. The sonic logo is designed to make you think “To-Ti-No’s” with its chirpy oven button memory trigger. The complete musical composition is built around the scale tones 4-2-5, which also so happens to be the perfect temperature for baking pizza rolls!
The sound of Totino’s Pizza Rolls has earned major awards recognition for accomplishment in sonic branding, including:
Clio Music - Best Use of Audio Branding (Shortlist)
Transform Awards North America - Best audio brand (Silver)
Design Week Awards - Sonic Identities
Creative Team:
Lucas Murray – Executive Music Producer
Casey Trela – Composer + Music Co-Producer
Mickey Alexander – Music Co-Producer
Stephanie Hunt – Group Account Director
Zorah Hall – Account Executive
Ben Arons – Mix Engineer
Joel Beckerman – Founder + Executive Music Producer