Some researchers, such as Evandro Viana Couto and Luciana Panke, have categorized jingles according to their purposes and characteristics. See the types of jingles:
Retail jingle: aimed at direct sales, widely used by department stores and supermarkets. One of the most remembered is that of Casas Pernambucanas from the 1960s: “There’s no point in knocking, I won’t let you in…”
Institutional jingles: their purpose is to build customer loyalty to the brand. They usually do not mention the product directly, but rather talk about the idea that the brand conveys. An example is the jingle for Kolynos toothpaste, which was on the air for a long time.
Political jingle: seen as a way to more easily reach a larger audience, it bears the candidate's name and often ends up becoming one of the main factors in a political campaign. An example of a successful jingle is the campaign jingle of Eymael, a presidential candidate in 1985.
Full jingle: summary of the concept of jingle, used when you austria whatsapp data want to talk about the product or explain aspects of it, usually with a repetitive melody and descriptive lyrics. As an example, we have the Gellato jingle for Corneto ice cream.
Jingle slogan or signature jingle: has a musical base, but the reference is the product or service. Used when you want to make the slogan more memorable, while also establishing the brand; one of the most famous is that of Banco Bamerindus.
Promotional jingle: a piece used during a certain period and which serves to attract more customers through a promotion and often becomes a successful strategy, such as the Guaraná Antarctica jingles.
How Washington Olivetto revolutionized the use of music in marketing
Despite the jingles that directly mention the names of the products and were composed exclusively for commercial purposes, it is necessary to mention the work of the advertising executive Washington Olivetto, who revolutionized the use of music in campaigns. Recently deceased on October 13, 2024, Olivetto brought originality and boldness, creating iconic campaigns that marked generations.
His approach explored cultural elements and melodies, making them part of the public's daily lives. In iconic works, he used songs from popular songs and gave them a new meaning, such as “Pense em Mim” by the duo Leandro and Leonardo, used in the Bombril advertisement, or the song “Vamos Fugir” in the Rider flip-flop campaign. This type of campaign proves that music, when used well, creates lasting memories and affection for the brand.
Music to consolidate brands
Several studies reinforce the hypothesis that human beings are captivated by music or jingles, which help consumers memorize a message, a decisive factor when making a purchase or using a service. The explanation lies in the way our brain processes sounds: melodies and lyrics that are repeated create emotional and cognitive connections, making the message easier to remember. Jingles that we associate with a brand have the power to transport consumers to a specific experience, acting as a trigger that can be activated for years.
A survey by Uniceub revealed that 42% of respondents say that the jingle is what most catches their attention when listening to the radio. On television, the results show that 41% consider jingles more important than the informative content itself. Writer Fabio Barbosa Dias, author of the book Jingle is the soul of business, highlights this particularity, stating that “no one wakes up with a newspaper ad, a TV commercial or a Facebook post in their head, but they often wake up with the chorus of a jingle”. This shows how music is one of the most powerful tools for creating identity and fixation in the minds of consumers.