Saturday, July 25, 2009

Would An Ad Jingle Help Your Company?

The Hobaicas think so. Years ago, Phoenix based Hobaica Refrigeration hired a company to prepare of series of jingles. Paul Hobaica played the jingles for his family to get their reactions. He said he choose You'll Lik A Hobaica after catching his kids singing it the next morning. It was sticky. It was memorable. And through the years, it helped build the Hobaica brand in the Phoenix market. The jingle is contained in the commercial below.

According to AdAge, the top ten jingles of the 20th Century are:

1. You Deserve a Break Today (McDonalds)

2. Be All That You Can Be (U.S. Army)

3. Pepsi Cola Hits The Spot (Pepsi Cola)

4. M'm M'm Good (Campbell's Soup)

5. See The USA In Your Chevrolet (General Motors)

6. I Wish I Were An Oscar Mayer Weiner (Oscar Mayer)

7. Double Your Pleasure, Double Your Fun (Wrigley's)

8. Winston Tastes Good Like a Cigarette Should (Winston)

9. It's The Real Thing (Coca-cola)

10. A Little Dab'll Do Ya (Brylcreem)

So what do all of these jingles have in common? It seems to me there are three common traits. First, the jingles are catchy. They get inside your head and you find yourself repeating them.

Second, they were pounded on the airwaves. The advertisers didn't run the jingles a few times, but over and over and over. As a small business owner you may not think you can afford a lot of advertising, but you might be surprised. Cable TV can be segmented to individual communities. The spots might only cost a few dollars each.

Radio can also be affordable, especially if you pick one station and concentrate on it to get the necessary repetition. Just make sure the station's audience matches your target demographic. If women age 35 and up call your company for service, don't advertise on the sports talk station, even if it's your favorite.

Finally, it's been years (even decades) since these jingles last aired, yet they're still memorable. Could you finish, "Two all beef patties, special sauce..." I can and I haven't heard this Big Mac ad in decades.

Build up a jingle's memorability through repetition and it will continue to work for years, even if you get bored with it and move on to something else.

Of course, if a jingle works, why would you ever drop it? Don't drop advertising just because you're tired of it. No one tunes into your name as much as you. Usually an ad is finally starting to sink in about the time the owner is sick of it and wants to try something else.


  1. Thanks Matt. My five year old like Oscar Mayer Wiener best. I have now heard the song 100 times in the last hour.

  2. At least he's not singing the Coke song.