The Crochet Corner: The Way of the Jingle

Whatever happened to the days of jingles? And no, I’m not talking about the kind associated with a one horse open sleigh.

Sure, the catch phrases and slogans are still around, but I’m talking about a good, old-fashioned “rhyme or sound in a catchy repetitious manner,” as defined by Webster’s Dictionary. Funny story, I actually know the original Webster…Noah, I think was his name…great fella, but I digress.

As I was saying, so rare is the jingle in today’s advertising that only a few come to mind as I write this piece; those being NAPA and Just Brakes with their Know How and Really Do Care, respectively.

In 2010, Forbes, with the help of a few industry titans (*ahem, still waiting on my survey Steve), compiled a list of the best-ever advertising jingles. Among the list: I’d like to buy the world a Coke, I wish I was an Oscar Meyer Weiner and the ever popular Stuck On Me from Band-Aid.

With the influx of the interwebs and these virus videos all over the You Tubes and such, one would think the clever, well-written jingle would be more popular now than ever before.

So where has the jingle gone? Yes, Arby’s now has Good Mood Food and a few others are still around, but for the most part, the catchy little ditties that used to accompany commercials are nowhere near as popular as they once were.

My two cents basically boils down to this: Companies no longer have the glaring need for a jingle.

A good, catchy tune may make your content a tad stickier with consumers, but social media and today’s tech water down the importance of good jingle.

With Facebook, Twitter, mobile ads, apps, banner ads and even augmented reality campaigns, there’s no longer a glaring need to bank on an uber catchy tune to stay fresh in the mind of the consumer.

Brands don’t have to rely on a jingle at the tail end of a 30-second spot TV spot to stick with potential customers; these brands engage consumers everywhere they go today, through an iPhone app, on the back of a receipt or even on the touch screen at the gas pump.

With more advertising avenues and marketing channels than ever before, has the jingle simply lost its shine?

by mo | posted | in Advertising & Marketing
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