Alicorp • Bolívar Baby & Kids’ “Sound Names” Campaign: Melodies That Shape Identities
In Peru, some people have peculiar names like Chucky, Joker, or Merry Christmas, according to the National Registry of Identification and Civil Status (RENIEC). Specialists warn that such names can negatively impact a person’s identity, potentially leading to future bullying or harassment. Recognizing the importance of a positive name, Bolívar Baby & Kids, a detergent brand specializing in baby clothes care, has developed an innovative way for babies to participate in the naming process: “Sound Names.”
The Concept Behind “Sound Names”
Research shows that babies in the womb can recognize pleasant sounds from week 29 onward. Bolívar Baby & Kids leveraged this knowledge to create a unique method for expecting parents to choose names that resonate with their babies. By using music production software, they turned potential baby names into unique melodies. This software, known as “Piano Roll,” provides a visual representation of musical notes in a melody. By selecting notes that form letters, the team was able to create distinct melodies corresponding to different names.
How It Works
Expecting mothers played these name-melodies to their babies in the womb. The idea was that if a baby reacted positively to a particular melody, it indicated a preference for that name. This interaction not only involved the baby in the naming process but also aimed to strengthen the bond between mother and child even before birth.
Why Names Matter
Names are a crucial part of our identity. A name like Chucky or Joker might seem humorous to some, but it can lead to negative consequences for the individual bearing it. Specialists highlight that unusual names can be a source of bullying or harassment, impacting one’s self-esteem and personal development. Bolívar Baby & Kids’ initiative aims to prevent such issues by encouraging the choice of names that elicit positive responses from babies, thereby promoting healthier identity formation.
Campaign Execution and Impact
The “Sound Names” campaign was launched in Peru in April 2024. Created by the ad agency VML Peru, the campaign spanned Audio, Digital, and Experiential media, reaching a broad audience. The innovative approach drew significant attention, showcasing the intersection of technology, music, and prenatal development.
Engaging Parents and the Community
The campaign resonated well with parents and the community. It offered a new perspective on name selection, emphasizing the emotional and psychological importance of a name. By integrating music, the campaign provided a creative and engaging way for parents to involve their babies in such a significant decision.
Conclusion
Alicorp and Bolívar Baby & Kids’ “Sound Names” campaign highlights the importance of choosing names that positively shape identities and reduce the risk of bullying. This initiative not only emphasizes the thoughtful selection of names but also incorporates an innovative method that engages both parents and babies. By turning names into melodies, Bolívar Baby & Kids have created a meaningful and interactive way to support parents in choosing the best names for their children.
This professional campaign titled “Sound Names” was published in Peru in April 2024. It was created for the brands Alicorp and Bolívar Baby & Kids by ad agency VML Peru. The campaign is related to the Household Products, Music, and Public Utility industries and contains one media asset.
