Premium Brands Take Note: Jingles Are Back
Subscribe to InsightsHeard any good jingles lately? I’ve been noticing more and more recently. Not all of them good, mind you, but real jingles, nonetheless. Some of these include efforts from Free Credit Report.com, JG Wentworth and McDonald’s, among others. It seems there’s a resurgence of custom advertising tunes, or “jingles,” being used again in TV and radio ads.
I am not alone in my observation. According to Andrew Hampp, writing in a recent edition of Advertising Age, “brands and ad agencies are rediscovering the power of original tunes in advertising campaigns. Over the last decade the trend was to license famous pop songs from the 60’s, 70’s and 80’s, instead of creating an original branded melody. Now marketers want original music for their messages.”
This makes perfect sense to me, as I’m a custom jingle lover from way back. With a custom jingle crafted solely to sing the praises of a brand, you have the opportunity to ingrain your brand attributes and identity into the minds of the masses—in a way that can be both pleasing and entertaining.
Think about it. Who can forget the undeniable charm and sing-along-fun of such jingle gems as Oscar Meyer’s “My Bologna Has a First Name,” or Alka Seltzer’s “Plop Plop Fizz Fizz,” or Folgers “The Best Part of Waking Up?” These pleasant little ditties are now a part of our collective conscience, instantly remembered and still fun to sing out loud.
Talk about brand recall!
That type of brand-centric popularity is far more of a premium for a brand than simply an association with a well-known song or recording artist. When you allow the right melody and lyrics to showcase your brand, something very special can happen.
Just ask Oscar Meyer.
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