Catchy Jingles and Theme SongsJune 26, 2014
By Jesse Feldman, senior manager of content strategy and partnerships
I’ve had a lot of songs stuck in my head this week, and I put most of the blame on marketers. Presenters at recent ANA events have reminded me how much a catchy song can linger long after a commercial or film has finished. Check out some of our Marketing Knowledge Center’s most recent content… and catch an earworm or two:
- The Director of Marketing and Channels at Chiquita Brands spoke at this month’s Integrated Marketing Members-Only Conference about getting creative with brand assets and marketing partnerships. Chiquita has used its iconic blue sticker to grow its brand and demonstrate value to its retail partners. The presentation had me humming the Chiquita Banana Jingle and searching for banana bread recipes.
- Everyone knows that Spiderman has a catchy theme song, but the web-slinger also has some great marketing partners. As part of its strategy to modernize brand perceptions, the United States Postal Service partnered with Sony on the release of the 2014 Spider-man film. The partnership was designed to celebrate the everyday heroism of USPS workers and featured some very creative executions (NYC locals probably remember seeing the USPS trucks featuring cool movie art).
- And if you watched this year’s Super Bowl game, you probably caught Coca-Cola’s emotional campaign celebrating the idea that America is beautiful. The ad featured bilingual American girls singing a contemporized version of “America the Beautiful.” The Group Director of Integrated Marketing Content at Coca-Cola shared some of the research, content, key tactics, and results from the campaign.
(Oh, and the original Chiquita Banana Jingle is on YouTube. Enjoy!)
Jesse Feldman works in the ANA’s Marketing Knowledge Center (MKC), a rich suite of insights, case studies, event recaps, and research. You might notice her taking notes for the MKC at committee meetings, members-only conferences, or (virtually) webinars. She’ll be popping onto the ANA blog to regularly highlight some latest and greatest MKC content.
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