Category Archives: Sound Branding Case

Audi Sound Branding – Eminem vs. Audi: lawsuit in Germany!

Eight Mile Style, the company that is responsible for licensing Eminem’s songs, has filed a lawsuit against Audi in the Hamburg regional court in Germany, claiming that the Audi A6 commercial uses a version of Eminem’s “Lose Yourself” without permission. (Source: Spiegel News magazine)


The Eminem song was used in this year’s Chrysler’s Super Bowl spot. Moreover, the Audi spot … Continue reading

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Sound Branding Award 2010 goes to…

Just kidding. There is no Sound Branding Award yet. But we realized that it is always easy to bash brands for not doing their homework in regard to the recall and media efficiency potential that lies in a professional sound branding approach.  Therefor we wanted to look at a best practice example in the FMCG industry.  “Milka, …!” – can you finish the claim and the melody?  You sure can.

Here is one of the older Milka commercials:

If you go to Milka’s German homepage, you will be greeted by the Milka melody.  Then, go to the TV commercial section and check out the different videos for the different Milka product lines. You can always detect the Milka melody in all Milka line extensions. Continue reading