Jingles have always received mixed reviews – a love hate relationship with consumers and retailers alike. A good jingle is one that gets stuck in your head that you find yourself humming around the house hours or even days after hearing it.
Music and jingles have the ability to break through the mental barrier put up by consumers to avoid the plethora of advertising constantly bombarding them. So how is music different? Music is simply processed differently to purely spoken words, it evokes emotion and even memory and hence takes the negativity out of the marketing push.
Even those consumers who find jingles frustrating as a means of advertising could still recite to you at least 10 which they could associate to a well-known brand. The jingle simply has the power to cut through and reach customers, often lingering in their memories for years following, extending the longevity of the campaign.
The most current trend amongst brands is the synchronization of existing songs. Although the traditional jingle may have gotten a bad reputation in recent years this new take on advertising doesn’t replicate the effect of a unique tune. A synchronised song may be effective in the short term and people are quicker to recognise it and often it may already come with a positive memory association however its far less memorable over the life of a brand. Jingles such as the McDonalds “Bah-da-ba-ba-bah I’m lovin it” and Cottees Cordial “My dad picks the fruit that goes to Cottees, to make the cordial, that I Like best” are a testament to just how closely a jingle can be immediately associated to a brand for generations. Synchronized songs may be effective on some but they are expensive and temporary. A good jingle can tie together various campaigns for years however a synchronized song is specific to just one.
Jingles are most often incredibly simple in order to be recited by adults and children alike. A catchy jingle is usually quite repetitive and uses very few words, a sentence at most in order to be more memorable. The words of slogans used often don’t even relate directly to the product but assist with invoking feelings or experiences related to the brand. Love them or hate them jingles are effective at creating a subliminal message that separates one brand from another.
How many of the below jingles do you still remember?
Bananaboat: “Bananaboat for sun protection, bananaboat its 30+, bananaboat it lasts four hours…”
Cottees Cordial: “My dad picks the fruit that goes to Cottees, to make the cordial, that I Like best”
Vegemite: “We’re happy little vegemites as bright and bright can be, we all enjoy our vegemite for breakfast, lunch and tea…”
Weetbix: “We’re Aussie kids, we’re weetbix kids, we’re Aussie kids, we’re weet-bix kids”
Mortein: “I’m Louis the fly, I’m Louis the fly, straight from the rubbish tip to you”
Aeroplane jelly: “I like aeroplane jelly, aeroplane jelly for me….”
Chicken tonight: “I feel like chicken tonight, I feel like chicken tonight…”
Aami insurance: “Lucky- ee-eeh you’re with Aami”
Cadbury: “Wouldn’t it be nice if the world was cadbury….”
The Good Guys: “Come in and see the Good Good Good Guys, pay cash and we’re slash the prices..”