The perception of jingles requires a rebrand

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 05, 2019, 12:38 PM UTC

An advertisement’s jingle is capable of outdoing visual ads.

Jingles can make ads go viral and help advertisers deliver their brand message effectively and repeatedly. The catchy ad songs which are capable of outshining visual ads, as visuals don’t go viral but “language” can, according to ad veteran Dave Trott.

Grant Hunter, Executive Creative Director Europe at Iris notes that the most successful jingles go on to become a part of popular culture. Coca-Cola’s single “I’d Like To Teach The World To Sing” by The Hillside Singers is an example. Hunter thinks that the format of jingles needs a rebranding in order for them to make a comeback.

Jingles also allow for memorable storytelling while still providing brand experience without any visuals. Hunter adds that with the advertising industry still adapting to branding through sound and music and businesses can use songs to create brand identity.

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