In the advertising world, a slogan is everything. Nothing sells a product, or promotes it better, than a slogan that stands out to the consumer.
Many times, the best way to sell a slogan is by setting it to a tune. The marriage of a good tune and a good slogan, can turn a little known product into a household name. For those in the ad world, they know that setting slogans to jingles is a science.
Every part of the equation must work to achieved the desired result. Here are five jingles with perfect examples of that union.
1. McDonalds “You Deserve a Break Today”
It’s one of the most memorable jingles in commercial history. Once you get past the barrage of leg warmers and partridge family haircuts, you get down to a highly effective marriage. The slogan “You deserve a break today” is good enough, but when helped by a strong jingle it really works. The key is taking the song and using it to expound on the theme. The song talks about the active life, leading to the slogan as the climax. They don’t write jingles better than this.
2. Campbells “M’mm M’mm Good”
Few things evoke the images of being a child: second hand clothes, harassment from older siblings, and Campbell’s soup. This enduring slogan has been around as long as anyone can remember. The brilliance is that this jingle that it efficiently sums up the product. Slogans and jingles are nothing if it lacks knowledge of the product. All anyone needs to know about Campbell’s soup is that it truly is “M’mm M’mm good.”
3. Coca-Cola “It’s The Real Thing”
Clearly they aren’t talking about the offensive Coke II, but rather the Original Coca-Cola. What makes both the slogan and jingle effective is the message is simple and straightforward. It’s telling consumers it’s the real thing.
A jingle should be simple in execution. And if it’s not broke, don’t fix it. The slogan was heard for years in a variety of songs.
4. U.S Army “Be All That You Can Be”
In a bold attempt to sell more crew cuts and combat boots, the U.S Army launched their “Be all that you can be” campaign. The key was to go bold. Rather than suggest the Army is a great place to get an education, they challenge their audience to be everything they can be. The song reflects that boldness. With the booming vocals and the hard rock guitars, the song is the perfect compliment.
Kars4Kids has that unforgettable happy jingle that certainly won’t let you forget who they are. It’s easy to remember, it’s short, it has nice rhythm, and get the message across with a call to action. Perfect. They recently had a contest for users to make the next Kars4Kids jingle- an innovative way to keep consumers engaged and active with your campaigns.
5. Oscar Mayer “I Wish I were An Oscar Mayer Weiner”
Never has a song about wanted to be a processed meat been so popular. The slogan and the song created the perfect union. The important thing about a slogan is that the audience remembers the name. From the very beginning of this infectious tune, every knew what the product was. Whether or not everyone wanted to be an Oscar Mayer Weiner is another story.
It’s a great example of why iconic jingles have worked for years.