Pepsi

The Challenge

PepsiCo, a global leader in the beverage industry, sought to innovate with functional drinks that support wellness. They launched two unique beverages: Drift well, a sleep aid designed to help consumers relax and unwind before bed, and Soul boost, a line of sparkling waters aimed at supporting mental focus and relaxation. PepsiCo reached out to us to develop functional sound branding for both drinks, ensuring each beverage had a distinct and impactful auditory identity. While both drinks aimed to improve well-being, they required different sonic approaches to resonate with their individual benefits.

Our Solution

Driftwell is a sleep aid beverage containing L-theanine and magnesium, specifically designed to help consumers relax before bedtime. Our task was to create a sound branding experience that aligns with the calming, unwinding properties of the drink.

For Driftwell, we crafted a soothing and tranquil sound environment to activate the parasympathetic nervous system, promoting relaxation. By using slower tempos and calm instrumentation, we ensured the soundscapes worked in harmony with the drink’s formula to encourage a restful state. The focus was on lowering heart rates and creating a calming atmosphere, guiding consumers into a peaceful, sleep-ready state.

Soulboost

On the other hand, Soulboost aims to enhance mental focus and provide relaxation with a blend of adaptogens. It includes two variations: Lift, for energy and focus, and Ease, for relaxation.

For SoulboostLift, we adopted a more energizing approach. Faster tempos and upbeat, lively instrumentation were chosen to stimulate mental clarity, increase focus, and evoke a sense of excitement and energy. This sonic experience was crafted to complement the uplifting properties of the drink and support a mood-enhancing, motivating experience.

For Soulboost Ease, we shifted our approach to promote relaxation, using slower rhythms and soothing, minimal instrumentation. This sound branding was designed to activate the parasympathetic response, helping to calm the mind and body ,similar to the effects of the Ease variant of the drink. The soundscapes aligned with the drink’s function of easing stress and fostering relaxation.

The Outcome

By tailoring our sonic strategies to the unique needs of Driftwell and Soulboost, we created two distinct auditory experiences that resonated with their respective brand stories. The Lift sound branding evokes a sense of energy and focus, while the Ease sound branding helps to unwind and relax. For Driftwell, the calming, slow-tempo soundscapes support sleep, setting the mood for peaceful rest. These functional sound experiences amplify the drinks’ benefits, enhancing consumer engagement and creating a deeper emotional connection with the brand.