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Entries in Advertising (20)

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

The transcript for the Sunrise segment is below

Melissa Doyle After a 10 year hiatus, Tip Top is bringing back its "Good on you, Mum" jingle, but with a bit of a twist. The iconic ad will now include dads.

David Koch Now, the catchy tune was originally written in the late '70s, so Tip Top thought it was time to update it to reflect modern family life.

It's featured in more than 30 advertisements since the late 1970s.

(singing)

But these days, Mum has a hand in the kitchen.

(singing)

Speaker 3: And dad.

David Koch Tip Top is one company that's hit the right note with consumers, and it's not the only jingle. Mortein's ad featuring Louie the Fly has also been reinvented many times.

(singing)

Then there's the Cottee's Cordial song, which turned an everyday product into a national icon.

(singing)

Speaker 4: Hey, sonny.

(singing)

David Koch But not all jingles work. The Big W tune has been found to annoy people with its repetitive melody.

Speaker 5: Guess what?

Shoppers: What?

Speaker 5: (singing)

David Koch This offering from Foxtel also strikes the wrong chord.

(singing)

What does it take to make a great Aussie jingle? Well, advertising expert Matthew Bywater joins us now to take us through the best and the worst. Now, Matthew, you also like the Vegemite jingle. Who doesn't? Let's have a reminder.

(singing)

Quite. What makes it a classic?

Matthew Bywater: Well, first of all, you've got to write lyrics which are very simple, which makes it easy for us to resonate and remember. That's the trick with a jingle. You've got to make it easy for people to assimilate and remember, and then replay it in their mind. Then, they're going to want to sing it. Happy Little Vegemite makes you want to sing it.

There's another factor here, from an advertising perspective, is they've done a couple of things really, but one is they've got their name in the jingle, which some advertisements don't. You remember what the product was. It's not, "I heard this great jingle, what was it about?" You know it's about Vegemite.

They also talk about "happy little kids." There's a message there, as well, so you've got the brand and the message in the jingle. So it's very effective.

Melissa Doyle Fancy not putting the name of your product in the jingle.

Matthew Bywater: Well, a lot-

Melissa Doyle [inaudible 00:02:41], anyway. Weet-Bix is another good one you like.

Matthew Bywater: Yeah, I like Weet-Bix, and once again, it's simple, easy to remember, and it's got that patriotism for us, that even though we don't like to beat our chest about it, we're all proud Aussies. "Aussie kids are Weet-Bix kids" just says it.

David Koch Okay. Let's go to the other extreme, and the Coles' one.

Matthew Bywater: Certainly.

David Koch Grated on a lot of people.

Matthew Bywater: Yeah.

David Koch Let's look at that.

Speaker 8: You're in for some luck, because these red hands go-

(singing)

David Koch Now, why is that one so bad?

Matthew Bywater: It's just downright annoying. It's just repetitive, "down, down." It's annoying. What they've done well is people remember it. So for brand awareness, that's worked really well for them. But it hasn't said anything about the actual company, Coles.

One of the problems is, is that when you look at these happy workers in the store, that's not congruent with the actual experience you get when you go into a Coles store. They've presented something on TV, but haven't actually played that out in real life.

Melissa Doyle Just really briefly, can a really good, catchy jingle really work well for a company, and then in the reverse, though, can a really dodgy one backfire big-time?

Matthew Bywater: Absolutely. More so on the upside, a really good one actually drives you forward. A really bad one just gives you lack of presence and a waste of money.

Melissa Doyle Yeah.

David Koch Okay.

Melissa Doyle Great point. All right, good to talk to you.

David Koch Good to see you, mate.

Melissa Doyle Thanks.

Matthew Bywater: Okay.