Image Credits Featured Image: Image from ActiveTrail. Used with permission. In-post photos: Images from ActiveTrail. Used with permission. Once upon a time, we lived in the golden age of advertising jingles. Namely: the mere mention of some of the brands behind them - like, for example, Mentos, Kit Kat, Folgers or Oscar Mayer - is probably enough to keep one of their ditties stuck in their head for the rest of the day. Mr. Clean recently brought back his iconic jingle to appeal to a new generation of consumers. Hefty also updated his version, which would be out of circulation for 30 years. And, in relatively recent history, Meow Mix and even Bagel Bites have made similar moves.
But jingles are a tactic we don't see fax list as often in mainstream advertising. With a few notable exceptions like Nationwide and McDonald's, it seems new jingles are mostly found on daytime or late-night TV and come from smaller brands like JG Wentworth, Reasons Why Jingles Have Marketing Power Beyond Nostalgia | SEJ Why Enthusiasm Diminished And this in part because times - and media consumption habits - have changed. Advertising Continue reading below Consumers today are no longer sweet potatoes who spend the majority of their lives in front of TV screens. They're mostly on mobile devices, mostly on the go, and always trying to get things done: uploading Facebook statuses, finding directions, reading articles, sharing photos [and] rating restaurants, said Joe McCambley, senior vice president of content marketing at Modern agency Pop.
It's an on-demand world where consumers choose to opt out of advertising either by skipping pre-roll video ads after three seconds or by blocking ads altogether via ad blockers. Where television offered a captive audience and lent itself to jingles, mobile consumers refuse to be sold [to] and ask to be helped. But it is also because, by association, consumers' attention spans are more limited. I'm not sure our visual, thumb-scrolling, , said Mark Mulhern, president of the East region of digital marketing agency iCrossing. But that hasn't stopped the likes of Old Spice from featuring [its] own whistle in recent years - something they continue to embrace because it works for them and their audiences.