RAZOR BRANDING BLOG: Bring Back The Jingle

Bring Back The Jingle

I had the opportunity to speak to Maggie's Kindergarten class during Career Day last week.

This is an incredibly humbling experience and I recommend it for every parent that wants to really appreciate how hard their teacher works. And how little their big important job is to a group of kids.

It started easy enough.

I went "on" after the nurse. Figure that she had probably scared the heck out of them with her talk of being sick and having to get immunized. Surprisingly, six year olds are actually not very fond of shots.

So, I thought I would have it made. Not so much.

First of all, the concept of branding is really hard for a six year old to grasp. I forgot the first rule in advertising - speak to your consumer in their language.

Luckily, we have done quite a bit of work for Feld Entertainment over the years so we started talking about Ringling Brother's Circus and Playhouse Disney as well as Disney on Ice and the Wiggles. Now I had their attention - as fleeting as that might be.

The merchandise seemed to really get their attention. When they could see and touch a dvd or blanket they were engaged.

Then the class really got interested when we talked about jingles. It was amazing.

This group of 19 excited and rambunctious kids all immediately sat still and started thinking of "songs" that they had heard on tv.

Now advertising made sense to them.

One by one they started naming different jingles and then singing them.

"Give me that vanilla fish, give me that fish" (McDonald's Fillet of Fish)

"I can go go go on my hover round. Indoors out all over town." (HoverRound)

"Five dollar foot long. Five dollar foot loooong." (Subway)

They really came to life when we talked about these jingles. They knew the words (for the most part). They responded to the music. They knew the products.

What happened to jingles?

There were great ones:

"Plop, Plop, Fizz, Fizz. Oh what a relief it is."

"Rice A Roni. The San Francisco Treat."

"My bologna has a first name it O-s-c-a-r, My bologna has a second name it M-a-y-e-rOh I love to eat it every day And if you ask my why I'lll saaaaaaay,Cause Oscar Mayer has a way with B-o-l-o-g-n-aaaaaaaaa"

What jingles do you remember? Which ones got stuck in your head and you couldn't get them out? Ahh, the good old days.

Jaci Russo
Sr. Partner
The Russo Group

1 comment:

Lucius A. Fontenot said...

The jingle for Daisy Sour Cream has been stuck in my head for weeks now - "Do a dollop, do-do a dollop with Daisy."

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