In 2017 Arnott’s were combatting two business problems; their fragmented portfolio of over 50 brands, and the decreasing relevance of the traditional tea and biscuit moments in contemporary Australian life. This was the context for a solution we called United – a ruthlessly consistent approach to our communications that saw assets being delivered to unite the entire portfolio back under the Arnott’s banner. We drew on the quality, variety and history behind the brand to tell a story that all Australians could relate to.
Part of this shift towards unity involved the search for one music track that could be used across all our communications – the sound of a brand. And what better sound for an Aussie brand than a contemporary cover of a classic Cold Chisel song? We brought together eminent singer/songwriter, Dan Sultan and Isabella Manfredi, lead singer of Sydney outfit The Preatures, to create this unique rendition and accompanying behind the scenes content.