Dive Brief:
- Mars Wrigley brand Juicy Fruit will allow Canadian consumers to vote on which version of its new jingle the brand will use moving forward, according to a news release.
- The new jingle is an effort to connect with Gen Z, according to the release. The brand tested 12 options and narrowed the selections down to four, which were chosen based on the top genres on streaming platforms: pop, hip-hop, country and R&B. The contest also includes a remix of the original jingle, which debuted in 1986.
- Canadian consumers can vote for their favorite online at JuicyFruitJingle.ca. Juicy Fruit will announce the winning jingle on May 29.
Dive Insight:
Juicy Fruit is working to modernize its jingle as it strives to create an emotional connection with a new generation of consumers, while continuing its appeal to older age groups. Crowdsourcing consumer opinion about the jingle and giving them a chance to vote on their favorites could resonate with younger consumers, who appreciate opportunities to share their opinions with brands and think brands do a good job listening and responding to their needs.
By giving consumers the chance to listen to past jingles and compare them to the new genres, Juicy Fruit is also tapping into the nostalgia trend, which often appeals to younger generations, like millennials. The effort could help drive up social media traffic for Juicy Fruit.
More brands are embracing music-centric campaigns to develop an emotional connection. The Juicy Fruit effort follows a similar effort by Lay’s that utilized Grammy nominee Bebe Rexha to promote new chip flavors. The campaign included an original song created by Rexha and remixed across different genres. Fans could also win prizes and enjoy custom content.
Music can deepen the emotional connection with consumers, and music in the form of a jingle can boost brand awareness and drive sales. Brands, from Olay to Fender, have embraced music-centric campaigns to resonate with consumers, with a focus on the next-generation consumer.
