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Wednesday
Oct262011

What makes a Jingle stick?

When advertising your product or brand, your biggest challenge is standing out from the crowd and breaking through the noise. Original jingles are a great way to achieve this. Jingles are based on the idea of creating an audiovisual environment and placing the consumer inside of it. Jingles communicate specific messages that your consumers remember and creates an image and personality for your brand.

Last week on Sunrise, I joined Koshi and Mel to look at Australia’s most memorable advertising jingles, and those you would much rather forget.  We discussed the secrets behind creating a jingle that you just can’t stop singing all day long.

THE KEY TO SUCCESS

Creating a winning jingle is more than simply having a memorable tune. It requires a number of different factors working together to make a lasting impression on your consumer. Below I have listed my top five tips for creating your jingle.

- Great lyrics - A good jingle has simple and catchy lyrics. They should be easy for your consumers to remember and assimilate with. Ultimately it should make them want to sing along. A good example of a jingle which achieves this is the well-known Cottees Cordial jingle.

- Dynamic and contemporary content - It is important to remain current and contemporary to appeal to your consumers. This can mean updating an existing jingle to reflect consumer attitudes. Tip Top has done just that - changing their iconic jingle ‘Good on ya mum, Tip Top’s the one’ to reflect the modern family lifestyle. Watch the video below and see for yourself.


If you can’t view the video - click here - http://video.couriermail.com.au/2154874556/Tip-Tops-new-ad

- Mention the product - This seems like an obvious one but it is amazing how many companies miss it. You need to make sure that your jingle is not simply a good tune but also an advertisement for your brand and product, for example the Mortein ‘Louie the fly’ jingle.

- Promote a positive message - This will increase consumer goodwill for your brand and increase the uptake of your message. A good example of this is Vegemite’s iconic jingle which promotes the health and happiness of children. Similarly, Weet-Bix promotes a sense of Australian patriotism, creating a generation of Aussie kids who are Weet-Bix kids.

- Establish brand awareness - This is best achieved through repetition and frequency. One of the advantages of jingles is that they can remain the same over a number of your campaigns.


GETTING IT WRONG

While a successful jingle drives your business forward, an unsuccessful jingle simply wastes money and fails to increase your brand’s presence. Below I have listed three of the top mistakes brands make when creating a jingle that you should avoid.

1. Lack of congruence between the jingle and the customer’s experience with your brand - The Coles ‘Prices are down’ advertising jingle may create brand awareness through repetition however it depicts a very different experience to what consumer’s receive when they visit a store. Consumer’s dislike this lack of realism and congruity. Check out the Coles advertisement below and compare your experience to that of the advertisement.


If you can’t view the video - click here - http://www.youtube.com/watch?v=xApm4o5mEvA&feature=related

2. Repetitive and annoying lyrics or music -  Annoying lyrics stick in your mind for all the wrong reasons and leave consumers with a negative association towards your brand. Big W’s ‘Get it for less’ advertisement or Foxtel’s ‘E.O.F.Y.S’ advertisement are examples of this.

3. Neglect to mention your brand/product - It is hard to believe but some companies place such a focus on clever lyrics or a catchy tune that they forget to mention their actual product or brand.

What do you think? Do you agree with our choices of the best and worst jingles? Check out the full video below and decide.


If you can’t view the video - click here - http://youtu.be/iyI7vauiY0c


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