Direct Line set to relaunch iconic ‘bugle’ sound identity
Famous jingle has not been heard in Direct Line’s brand advertising for more than a decade.
Direct Line is set to relaunch its iconic sound identity after working with creative sound branding agency DLMDD and Saatchi & Saatchi.
The sound, referred to as “The bugle” throughout its time, has not been heard in the insurance provider’s advertising for more than 10 years and is set to launch with a TV ad within the next few weeks.
Lucy Mildwater, senior brand marketer at Direct Line, said: “We’re proud to be sharing a modern version of one of advertising’s most memorable lifelong jingles.
“The relaunch of our iconic bugle marks a new era for Direct Line’s marketing strategy, where we’re making sound an integral part of our branding.”
Created by music producing duo Lank & Tank, it has been reworked into a new sonic logo and hero brand anthem, featuring a big band and funky arrangement.
Sascha Darroch-Davies, co-founder of DLMDD, said the agency wanted to capture the “trust, reliability, and seamless experience” that Direct Line offers.
He added: “With every sonic touch point, from advertising to customer interactions, we’ve reinforced Direct Line’s unique identity, helping to foster a deeper emotional connection. This collaboration exemplifies the power of sound in shaping brand perception.”
The return follows research by The Ehrenberg Bass Institute for Marketing Science and SoundOut on behalf of Direct Line.
Read the full article in Campaign.
