New } by Christine Edgington (Partner) | Comments (0)
During lunch today we were talking about the "state song" we learned in grade school. You remember this, you sing each of the states in alphabetical order to a tune and this helps children to commit all 50 to memory. Looking back, we did this for all sorts of things: capitals, countries, multiplication tables, even the alphabet is a song (you must admit that in your mind you hum this tune when going through the alphabet even to this day). Using music is a great way to apply things to memory. I used to know several bits of Shakespeare by heart, be able to rattle off all of the major historical dates within American history etc. but through the years I forget and they all become fuzzy. However, I can still sing every last word of 'Bohemian Rhapsody' even if I haven't heard it in years.
In advertising, it's no surprise the same thing happens. Think about your favorite commercials. What were they advertising? Most of the time, people can't quite remember. It was some light beer but was it Miller Lite or Bud Light....can't remember? Companies spend billions to make their ad popular, but being popular does not equate to being remembered.
One of the methods for remembering a company through commercials and radio is the age old jingle. Love them or hate them, you have to admit years after a campaign you can still hum the jingle for so many brands. From the very first jingle (supposedly Wheaties "Have you tried Wheaties") to some of the newest jingles like "I'm lovin it," it helps people to have a consistent point of reference throughout various campaigns. It isn't as important that a single commercial was funny if it is not reminding all of the users of the brand with a certain formula. These jingles become a greater and more powerful extension than a tagline alone and have staying power in the minds of your audience. So even though these things get stuck in my head to the point of madness, I can't help but think "Oscar Meyer" when I'm buying b-o-l-o-g-n-a.
Mentos "The Freshmaker"
Klondike "What would you do for a Klondike bar?"