If you have ever turned on a radio or TV you’ve heard advertising jingles… and NO… it wasn’t because you slipped back in time to the 1950s!
Jingles may not seem as prevalent today as they were in the ’50s & ’60s in part because they have become a common caricature of the times for video and TV producer’s flashbacks, time hops, or period pieces. Just look at the Marvel Series Wanda Vision, for instance…
Did the “ole timers” who used music in their marketing know something we didn’t know about effective marketing and how it cuts through the clutter? No, it’s just difficult to make a quality jingle that defines what you have to offer with a catchy tune, that speaks to your audience, and represents your company authentically. Many successful brands and marketers still use jingles today to weave music, emotion, and entertainment into their brand and value propositions. In fact, as our culture continues to accelerate its “on-demand” pull consumption of media, punchy jingles may be just the thing we need more of to capture audience attention in a snap across media platforms.
A jingle has a way of quickly resonating in your mind… it’s the emotional side of the brain connecting the dots with the logical side. Whether it’s got musical instruments or just a few sung syllables, with logic and emotion together, brand recognition and recall rates soar. This recognition and recall can last longer than standard marketing ads and messages.
With that in mind, here are a few of the Jingles we here at BRM love best! A few are relatively new, and a few seem to live on forever and never die!
Disclaimer: Careful now… some of these may get stuck in your head, others may bring back memories, and some will do both!
Let’s start with a local Houston favorite first!
“We put the Yeeee-haw back in your motor and transmission!” – Its upbeat classic western sound has been stuck in my head for decades! Decades! It may have been created when the country music style was in its prime, but when my transmission went out on my truck in the early 2000’s I called Thunderbolt first… even though I hadn’t seen the ad in years!
Toys “R” Us
“I don’t wanna grow up” – It’s a classic melody that appeals to the kid in us all, and it’s one of our favorites! This longstanding jingle became the soundtrack to our childhood for many who grew up in the ’80s and ’90s. This catchy tune is easy to sing, especially for children, and appeals on an emotional level. Adulting is hard, and nobody “wants to grow up.” While the music was refreshed a time or two, the original jingle is what lives on in the hearts and minds of every one of us grown-up kids.
“Like a good neighbor, State Farm is there!” – Clean, simple, to the point… and unforgettable. It’s been used successfully for years now with interchangeable spokespersons and celebrities, and interchangeable Jakes.
“877-Cash-Now!” – This one has been loved and hated… and successful! If you’ve ever taken a sick day and been caught up in daytime TV, or stayed up late watching a network TV marathon, JG Wentworth’s Opera Jingle has probably come across your screen. It’s a catchy, totally un-alienating opera melody has us pretending we’re all opera singers too! The show isn’t over until the fat lady sings and we get our cash!
“Break me off a piece of that Kit Kat Bar!” – I don’t remember exactly when this came out, but I was a kid and it stuck for a loooooong time! Sure, the hard count on the last 3 syllables, sung as “Kit Kat Bar,” could be replaced by anything funny, crude, or downright weird, and my childish family and friends and I replaced the words over in over in good humor through the years. Perhaps that’s part of the fun that created the longevity. It’s even being made fun of in sitcoms like The Office.
“I wish I were an Oscar Meyer Weiner” … It’s so catchy! And its sister Jingle for B-O-L-O-G-N-A taught generations of Americans how to spell the lunch meat’s name correctly! Both versions of this Jingle have been sung by children and adults for years, and the Oscar Meyer brand is forever famous and successfully lives on, selling lunch meats and weiners today.
It’s even been referenced and made fun of by the longest-running TV show in history The Simpsons!
“Ace is the place with the helpful hardware folks” – It’s true to who they are! It defines exactly where their value is for consumers. It’s easy to remember, and when I need help with something “handy,” that’s exactly where I go.
This one is a little different… it’s not your standard jingle. The jingle’s lyrics and sung storylines changed from ad to ad, but the optimistic upbeat music always had the same tune playing. There were no scripts for the actors. Hearing the songs now instantly reminds me of sit-coms from the 90’s and takes me back… It’s like a theme song for overcoming life!
“I am stuck on Band-Aid cause Band Aid’s stuck on Me.” – It’s memorable and catchy! Cute kids singing don’t hurt either. This brand became so popular that it’s almost universally used to reference a bandage! Can a jingle work too well?
“I’m a big kid now.” – It’s hard not to love a cute kid, especially with an excited look on their face as they achieve something.
“The Best Part of Waking Up” – Although too young to drink coffee, I’ve been craving a cup of joe since I first heard the melody in 1984. Not only is it the best coffee jingle ever created, but the branding is so strong that it’s the only coffee jingle I can think of. I think most people will agree that when it comes to coffee jingles, “the best part of waking up is Folgers in your cup.”
Honorable mention: Subway
“5, $5, $5 Foot Long” – because it’s been around for a decade now, and I hate it, but still remember it every time I try to figure out what I want for lunch 😉
Brand Ranch Media’s Tricks of the Trade and Some of Our Local Favorites
There are a few tricks of the trade to remember when thinking about a new jingle for your brand. Keep the target audience in mind. You want the tone and attitude of the ads and music to appeal to your audience and also reflect your brand accurately. If your voice isn’t authentic, it likely won’t last the test of time.
If you liked those jingles, check out a few of our own BRM created Jingles in the links below!
Nutrition Depot “Vitaman”
Northwind Air Conditioning, Heating & Mechanical Services
Edge Weight Loss & Fatigue: (This campaign may not be a traditional Jingle, but its focus on music is hilarious!)
For help with your own custom advertising jingle, or marketing guidance in general, the team here at Brand Ranch Media is here to help. Please reach out to us at 713-309-6380 or contact us through our contact form.
By Dana Banks II, Director of Brand Growth