The ‘jingle’ may feel dated, but sound is still crucial to the way consumers perceive brands. How is sonic branding evolving in the modern media landscape?
The FMCG sector has produced some of the finest and most famous jingles of all time: For mash get Smash; Always the real thing; I feel like Chicken Tonight; If you like a lot of chocolate on your biscuit, join our Club; Washing machines live longer with Calgon. And fast food offers still more: I’m Lovin’ It (ba da ba ba ba); Did somebody say Just Eat?
Written by George Nott from The Grocer, full article here.
Social media’s role in sonic branding
Brands today need “depth, emotion, and coherence across touchpoints”, adds Laurent Cochini, global MD of sonic branding agency Sixième Son, which has worked with Carrefour, Haribo, and Babybel.
“Catchy jingles can work in the short term – especially in mass advertising – but brands today need more. I don’t believe in the jingle as a standalone solution,” he says.
What’s needed is what Cochini calls “sonic systems: living, adaptive frameworks where each sound plays a role – not just to be remembered, but to express something real.”
This means a “core sonic DNA adapts fluidly across touchpoints – from short-form video to in-store experiences and mobile apps – ensuring cohesion without repetition”, he explains. “Why this shift? Because attention is scarce, screens are saturated, and emotion is the new currency of brand value.”
