On a recent trip to the US, all I can remember singing in my head and whenever I passed a Yellow billboard advertisement was Liberty Liberty Liberty Liiiberty, the sonic jingle for Liberty Mutual. It somehow manages to sound retro and contemporary.

You sing the brand name 4 times which is very powerful from a neuro science perspective for recall and buy in.

A Drum article in 2019 had the following to say about the jingle

Liberty’s ‘sticky’ jingle is driving consumer awareness: ‘It doesn’t hurt to mention the brand four times’

In the US, Liberty’s jingle had the second-highest brand identification rating after Nationwide. It was named the sixth-most effective in the market overall.

The brief was clear: make it sticky, make it memorable and to make sure it would connect to Liberty Mutual as the company at large, rather than as single campaign.

“Of course, it doesn’t hurt to have your brand mentioned four times in the actual jingle,” she said. “We love how it’s not only been an effective marketing tool – it’s been awesome to see how people everywhere are embracing the jingle – Harry Connick, Jr. even gave it a recent shout-out on the Today Show.

So…. it’s definitely one of our favourite brand sounds and it shows the power of originality that doesn’t have to be over complicated to be powerful and cut through.

info@brandmusic.com.au

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On a recent trip to the US, all I can remember singing in my head and whenever I passed a Yellow billboard advertisement was Liberty Liberty Liberty Liiiberty, the sonic jingle for Liberty Mutual. It somehow manages to sound retro and contemporary.

You sing the brand name 4 times which is very powerful from a neuro science perspective for recall and buy in.

A Drum article in 2019 had the following to say about the jingle

Liberty’s ‘sticky’ jingle is driving consumer awareness: ‘It doesn’t hurt to mention the brand four times’

In the US, Liberty’s jingle had the second-highest brand identification rating after Nationwide. It was named the sixth-most effective in the market overall.

The brief was clear: make it sticky, make it memorable and to make sure it would connect to Liberty Mutual as the company at large, rather than as single campaign.

“Of course, it doesn’t hurt to have your brand mentioned four times in the actual jingle,” she said. “We love how it’s not only been an effective marketing tool – it’s been awesome to see how people everywhere are embracing the jingle – Harry Connick, Jr. even gave it a recent shout-out on the Today Show.

So…. it’s definitely one of our favourite brand sounds and it shows the power of originality that doesn’t have to be over complicated to be powerful and cut through.

info@brandmusic.com.au

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This sonic logo really caught my attention over the past few days on radio. I’m sure it’s been around for a while so it was floating in my subconscious but I hadn’t connected it to a brand yet. I happened to be focusing on a social ad from the brand and the sonic logo came on and I really enjoyed it.

I like the simplicity, the upbeat tone and I noted the way it had been integrated into the actual accompanying piece.

I’m not sure how long it’s been around but i hope it stays for a while as it’s really cool and I never tire of hearing it. Sometimes I find myself whistling it alone, unprompted.

That’s the power of a great brand sound. it just helps you connect an emotion with a brand. Well done to the 7-eleven team.

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As always Neil Mitchell has jumped into the community and pledged support to the thousands of Victorian businesses looking to start up again after lockdown.

Let’s Kickstart Vic came again from Neils spoken word and call out on his breakfast show and this will grow to help some businesses with much needed advertising exposure.

Brand Music are proud to be part of this wonderful initiative and it felt right to put the melody of the #whatweneedtodo jingle to work again.

Great to have Melbourne out of lockdown and here’s to a string business comeback.

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1. Cottees Cordial Jingle

It was like a call to arms. As primary school kids, the marching action was replicated in the school ground. The tune was an earworm that worked instantly and put the brand front and centre in our minds. No other cordial brand could come close. I even sang this jingle down the supermarket aisle as mum followed with the trolley and loaded up that green mixture.

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2.SAKATA Jingle

This was an instant hit in our household. It was a revamp of the famous low-fi song ‘ Da Da Da’ by German band Trio. Someone very clever re-worked the song and gave the brand a massive hit served up in bite sized pieces. Simple colours, simple visuals, catchy song…bang, you got a best seller and market share owner.

3.BMX Star- Malvern Star Jingle

This was made to inspire the desire for a BMX. I dreamed of these bikes with ‘tuffs’ and double goosenecks and this TV ad almost brought tears of joy and pure jealousy every time it aired. I begged for that Malvern Star and to top it all off, the boy got a kiss on the cheek..I was sold , hook, line and sinker. It told a story, it was a full sung jingle that every Australian 80’s kid knew like the national anthem.

4.Mars Bar Jingle

I didn’t really even know what ‘ work, rest and play’ meant as I was only interested in the play part, but my 80’s desire for a big chocolate bar that was bigger than my hand and mouth was all I yearned for. I settled for the ‘bite sized’ versions but I remember our whole class singing this jingle at assembly and the whole school joining in with applause and joy. Do you think the tagline would work today?

5.Sao Snacks Jingle

This jingle ‘ you can’t beat a Sao for a snack’ is still a melody that repeats on me through the years. It was a call to action, it felt Australian and it made me feel good. It has Mike Brady written all over it. The rhythm track gave perfect cues for the visual, and the storyline although dated, just makes a boring cracker come to life. I looked for this brand for many years after this ad and I would have bought it forever because of that jingle.

6.Pizza Hut 131166 Jingle

The phone number is one of the only brand numbers I can recall years later. In a time when the phone order and delivery was everything, this jingle pushed the brand and the call to action to a whole new level. It’s a re-make of a traditional public domain piece, but for a whole new generation the tune means hot cheese and thick crust.

7. Goat Soap Jingle

Ok full disclosure…we wrote this jingle. That said, it’s still one of my favourites and people sing it back to me whenever I mention that fact. There’s no doubt the imagery has a slight nod to ‘ Decore’ ( another classic remake jingle) but this tune has had a great impact for the brand and helped grab market share. I must admit I’m now a goat soap convert and my kids sing every time they use it.

8.Rheem- Install A Rheem Jingle

I was too young to even be interested in a water system when this beautiful jingle entered my psyche but many years later as an adult when it came time to purchase a system, there was only one brand name I felt I could trust…sight unseen. I bought one and like the jingle it’s solid and works a treat.

9.Red Rooster Jingle

This was an instant hit in our house. The tune was made to feel so nostalgic and Australian. Our family wasn’t so similar to those in the ad but for many years after the tune stayed with me and I sang it to whoever was in the car as we passed the stores. My fav line is ‘ to make it Sunday everyday’ Thats jingle gold.

10. Bunnings Warehouse

This has become an anthem for value and D.I.Y in Australia or as my kids call it…the hot dog song. They’ve maintained the same jingle for many years, adapted it ever so slightly every couple of years but it is as essential to the brand as the Green and Red colours. May it last forever.

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