Creativity

This Song Is Designed to Make Your Babies Happy

Song By BETC London Hits All The Right Notes

By Emma Hall. Published on Oct 18, 2016

Editor's Pick

Every parent wants to know how to keep a baby happy, and thanks to U.K. infant products brand Cow & Gate and BETC London there is now a foolproof formula -- a repetitive, tinkling tune that is guaranteed to drive adults mad.

BETC London created The Happy Song for Cow & Gate Baby Club by researching the sounds that make 6-24 month-old babies most cheerful. According to three months of testing (for which a thousand British parents submitted noises that made their babies smile) those sounds include "boo" (66%), sneezing (51%), kissing noises (43%) and animal sounds (23%).

For Cow & Gate, BETC set those sounds to a bouncing, high-pitched soundtrack, accompanied by lyrics such as "Bring bring on the bicycle, beep beep in the car, ping ping in a submarine."

The effort is part of Cow & Gate's positioning as a brand committed to promoting happiness in littles ones and parents alike (although the latter is in question given whether they take to the tune or not).

The track is available on Spotify and SoundCloud -- as well as C&G Baby Club's social media channels. BETC London created it alongside Grammy award-winning musician Imogen Heap, child and music psychologists Caspar Addyman and Lauren Stewart and music consultancy Felt Music.

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About

Credits

Date
Oct 18, 2016
Agency:
BETC London
Client:
Cow & Gate
Executive Creative Director:
Rosie Bardales
Head of Planning:
Andrew Stirk
Senior Art Director:
Ciara O'Meara
Copywriter:
James Briggs
Broadcast Producer:
Jo Dillon
Planner:
Felipe Pires-Dias
Business Director:
Anna Izbicki
Account Manager:
Kate Gibson
Marketing Director:
Emmanuelle Grimbert
Head of Consumer & Brand Marketing:
James Haden
Senior Brand Manager:
Christine Everett
Brand Manager:
Louise Morley
Production Company:
Pretzel
Director:
Michael Ferns
Producer:
Leonie Marzecki
Executive Producer:
Mike Facey
Editing Company:
Pretzel Films
Editor:
Ryan Beck
Audio Post:
Unit Post Production
Music:
Imogen Heap
Music Company:
Felt
Post Production:
Unit Post Production
Grade & Online:
Simon Astbury
Music Video Animation:
Dark Side
Media Agency:
MEC

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