Sonos brand campaign drops the spec sheet for whole-home sound

Sonos said on 14 September that it had started a new brand campaign. The Sonos brand campaign is called Love the Sound, Feel the System. It drops the audiophile spec talk and sells the feeling of a whole-home system. The company built the work with its own in-house team.

Hand-drawn dance cards replace the spec sheet

The creative uses hand-drawn diagrams that Sonos calls dance cards. There is also bold collage work and visible marks of human craft. Sonos says that mirrors the handmade side of its speakers. Rinee Shah and Kendra Eash led the creative team.

This is a platform built to travel, much like a brand platform rolled out across 40 markets. Sonos starts smaller, with two countries.

Penn Station and Moynihan carry the first wave

The campaign runs in the United States and Mexico from 14 September. Media includes subway and transit sites, painted billboards and wildpostings. Streaming audio, podcasts, print, online video and social are in the plan too. In New York the brand booked Westfield World Trade Center, Moynihan Train Hall and Penn Station.

Colleen DeCourcy took the marketing job in November 2025

Colleen DeCourcy is chief marketing officer at Sonos and joined in November 2025. She was chief marketing officer at Snap before that. She also served as co-president at Wieden and Kennedy. On the new work she said great sound "changes how a home, and the people in it, feel".

Selling a feeling rather than a feature is not a new idea. It also sits behind a campaign built around feeling rather than titles.

Two years after the app update that hurt the brand

In 2024 a faulty app update damaged the Sonos brand, Adweek reported. The new positioning arrives about two years later. It also lands beside two recent products. Those are the Ace Ultra headphones and the Beam Ultra soundbar.

Sonos counts more than 17 million households

Sonos says more than 17 million households use its products. It puts its reach at more than 60 countries. Both numbers come from the company itself.

One question decides how this gets judged. Will people buy a second or third speaker instead of just one? The answer will show up in the United States and Mexico first, because those are the only two markets so far. Sonos has not said when it will add more.