Delving into the Impacts of Jingles in Advertising
The familiar “du-DUM” before the show starts, is Netflix’s sonic identity. In a previous article, we talked about harnessing the power of sound and music in your branding strategy. While a quick search of ‘top jingles’ shows tunes of the 1900s, we found examples proving that the power of jingles is here to stay in marketing.
Using a catchy tune in your advertisements can captivate your audience’s attention and pique their curiosity. Top it off with a memorable slogan, and your message is effectively brought across in a jingle.
Whopper Whopper Whopper Whopper!
Burger King’s ‘Whopper’ jingle became a viral phenomenon earlier in 2023 with mashups, remakes and covers going ‘Whopper, Whopper, Whopper, Whopper’, and over 10 million views on their official YouTube channel alone. The jingle came about to excite buyers for the comeback of their scrumptious Whopper burger.
This advertisement hooked America’s attention as it aired unceasingly during National Football League playoffs, resulting in viral tweets, memes, TikToks, all talking about the appetising and mouth-watering burger. As the lyrics goes, “Lettuce, Mayo, Pickle, Ketchup”. Sales of the burger grew significantly and sales jumped 5% in that quarter, credits to the Whopper.
Fun fact – the ‘Whopper’ jingle is actually a cover-of-sorts of their original jingle in the 1970s ‘Have it Your Way’. What did we say about jingles making a comeback?
Did somebody say… Just Eat?
‘Did Somebody Say’ may ring a bell, but in somewhat different tunes. Just Eat, an online food delivery platform ingeniously markets themselves through music, as a universal language.
The ‘Did Somebody Say’ campaign has been jingling since 2019, but Just Eat wanted to appeal to a younger demographic while retaining their existing base, who were obvious fans of a catchy tune.
The creative agency behind this campaign decided to spice up the campaign by collaborating with megastars. A catchy tune and a famous celebrity? This was a winning formula for Just Eat.
The first collaboration with Snoop Dogg aired in 2020, resulting in unprecedented positive sentiment of 95% on social media channels. They saw this as an opportunity to join hands with more artistes – Katy Perry, Christina Aguilera and Latto – each engaging people in their own ways, across genres of music.
See you looking, catch it, here's your Cola.
NewJeans, a recently debuted K-pop group released a promotional song ‘Zero’ promoting Coca-Cola Zero. It garnered more than 15 million views on YouTube in just two days post-release. The track also topped the Genie Music chart, a rare sight for a commercial jingle. Many convenience stores across Korea also reported an increase in sales of Coca-Cola Zero products.
The once famous jingle of Coca-Cola’s “I’d Like to Buy the World a Coke” that has been forgotten by many, is now revived with NewJeans’ “Coca-Cola tastes good”. The music video not only harnessed the power of music, but adroitly incorporated Coca-Cola’s red and black colours in the film set, and outfits of the members of NewJeans.
While this was a campaign put forth by Coca-Cola Korea, it hints at global impact with NewJeans’ global fan base and Coca-Cola offices worldwide requesting to use the music video in their advertising strategies.
Power of jingles is here to stay.
While some deem the use of jingles in advertisements too old-fashioned or try-hard, these successful campaigns unveil how brands can tastefully tap into the power of catchy tunes (and famous celebrities) to attract a younger audience. Jingles are still whopping.
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