Jingle Based Advertising! Does It Work?

As consumers, we always tend to recall the sing along advertisements more as opposed to the other ones. This is an art that some advertisers have pulled of extremely well, where as the rest have failed miserably with their attempts. I personally feel and have experienced that jingle based advertisements are more likely to cling on to consumer minds. Even if the ad is not as good visually, a good audio track can always help to give it more recall.

Coca Cola has always been good at cracking sing along jingles and this helps them to retain their recall. This also enables the jingle to become synonymous with the brand and that’s when the brand can actually start capitalizing. You would definitely remember this all time famous Coca Cola song:

Even the following two local Coke ads not long ago were jingle based:

A lot of you would definitely not have forgotten the curse of 0900 78601 … I remember who ever I talked to was extremely annoyed and irritated with TeleFun yet the could recall the number. Actually the tune was catchy and that’s why everyone knew the jingle and the number and it was great from a marketers point of view. Why people got sick of it was because of an OVERDOSE of the Telefun commercials. When we switch on the TV, turn on the radio, log on the internet, get a rented movies, go out on the streets… this brand was everywhere with its annoying blue mascot and the tune. But, apart from the overdose of Telefun, I still think it was one of the greatest jingles that really caught everyones’ attention.

While working for Cadbury at Mindshare, the discussions also had a major emphasis on jingle based ads being more catchy for kids as well as the adult audience. The following was a jingle based attempt by Cadbury Pakistan for the relaunch of Dairy Milk. Although the jingle had an Indian influence, since the ad was made by JWT India via JWT Pakistan, it really managed to capture the audience’s attention on TV and radio.

Another song/jingle based ad was launched by Green Star under the name “Suno Zara” campaign. The funny part was that a lot of people didn’t even know that the song was an ad by Green Star they used to hum and sing it along. It was when they found out made them embarassed:

What’s your opinion on jingle based marketing communication and advertisements? Does it really have that impact or is it not much effective?

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Category: Marketing