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.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Most Popular


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

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.