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1970: Advertising Jingles enjoy their heyday

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Marketing Moment suggested by Cathryn Weber-Gonyo, vice-president of membership and professional development, the Ad Club of NY

Call it a coincidence, but while I was reflecting on my ‘marketing moment’ about the lost art form of advertising jingles, I read that the legend behind one of the most popular commercials of all time passed away, Bill Backer – may he rest in peace.

The spot was for Coca-Cola, 1971’s ‘Hilltop’ – the one that sang ‘I’d like to buy the world a Coke’. It is a catchy tune, and the message continues to have a huge impact today. There are so many jingles, and one my favorites of all time is for Oscar Mayer ‘Bologna.’

Whether you like it or not a good jingle will resonate and live on long after those who created them. And why don’t we have more? My young children hear one and they get hooked, and it begins their journey to brand loyalty.

Sometimes we spend so much time complicating advertising when the purest and most effective method goes back to the start.

I look forward to hearing the next great jingle and not being able to get it out of my head.

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