With New Campaign, Sonos Tells Consumers: 'You're Better Than This'
Sonos wants consumers to know they don't deserve crappy speakers, shared dirty earbuds or jerry-rigged speaker systems—the listening community can do better. To that end, the Santa Barbara, Calif.-based seller of sound systems is debuting a new campaign, "You're Better Than This," which will begin Sept. 1. Created with 72andSunny, which also worked on Sonos' most recent holiday push, the new global effort includes TV, digital and out-of-home advertising.
A 60-second video begins with a clip from "I Love You, Man," the comedy starring Paul Rudd and Rashida Jones, as both actors strain to listen to tiny speakers. The video moves on to other terrible listening situations, like a speaker made of Solo cups, and a sound system hooked up to a roaming vacuum.
"There's a huge gap between how people feel about music and how they experience it at home," said Joy Howard, who joined the 14-year-old brand as chief marketing officer last year, in a statement. "We're using the weight of our brand and our unique position in the industry to create a better future for music."
Sonos, which hit nearly $1 billion in sales last year, according to reports, has been on a tear recently to expand its reach. On Tuesday, the company announced new partnerships with Spotify and Amazon; the news follows a collaboration with Apple Music earlier this year. The Amazon effort will allow Alexa to control Sonos speakers.
Since its 2002 founding, Sonos has received some $455 million in venture capital funding, according to Crunchbase.
In July, the brand opened its first retail store in New York City's SoHo. The space includes different listening rooms set up as areas of the home so visitors can immerse themselves in the Sonos experience. Though the shop sells speakers, one of the primary goals of the site is to educate consumers about the brand, which emphasizes its ability to weave together different listening mediums into one seamless process.
A representative for Sonos did not say how much the brand is spending on its new campaign. Last year, the brand spent $16.5 million on measured media in the U.S., according to Kantar Media.