Do Jingles Still Work? Modern Branding Lessons from a Timeless Tool

In a world overflowing with content, brands are constantly searching for ways to stand out and stay memorable. While influencer marketing, viral TikToks, and AI-driven ads dominate today's strategies, an old-school branding tool still holds surprising power — the humble jingle.

But do jingles still work in 2025? Or are they just nostalgic relics of the past? Let’s dive into how modern brands are using jingles (or clever sonic branding) to build identity, boost memorability, and drive customer loyalty, with some lessons from the classics.

The Psychology of a Jingle: Why They Stick

Jingles tap into the science of memory. Catchy melodies combined with simple, repetitive lyrics activate the brain’s auditory and language centers, making brand names and slogans hard to forget. Just think of tunes like:

• “I’m Lovin’ It” – McDonald’s
• “Nationwide is on your side” – Nationwide Insurance
• “Like a good neighbor, State Farm is there”

These iconic jingles are decades old, yet instantly recognisable. Their power lies in emotional connection and brand recall — a formula that still works today.

Modern Jingles & Sonic Branding: Not Just Old-School

While fewer brands today use the traditional "sing-songy" jingles of the '80s and '90s, many are embracing sonic branding — creating unique audio signatures that serve the same purpose.

Case Study: Intel’s Five-Note Sound Logo

Intel’s iconic five-note chime is a masterclass in modern jingles. Even without lyrics, this sonic logo triggers instant brand recognition worldwide. It shows how a simple sound can build a powerful identity.

Case Study: Netflix “Ta-dum”

Netflix’s two-beat "ta-dum" sound is not a jingle in the traditional sense, but it plays a similar role. That sound has become synonymous with entertainment, instantly signalling quality streaming content.

Case Study: McDonald’s Keeps Winning

Interestingly, McDonald’s has continued evolving its “I’m Lovin’ It” jingle since 2003, adapting it to fit different markets and generations. Whether hummed, whistled, or sung, it’s still one of the most recognisable audio logos globally.

Do Jingles Still Boost Customer Loyalty?

Yes, because music has emotional power. A well-crafted jingle can:

• Reinforce brand personality
• Build familiarity and trust
• Trigger nostalgic connections
• Differentiate a brand in crowded markets

For example, Liberty Mutual’s “Liberty, Liberty, Liberty” jingle isn’t musically complex, but its repetitive nature has made it highly effective in recent years, turning into an internet meme and boosting brand awareness.

Jingles in the Age of Social Media

Modern jingles are designed for virality. Brands are now creating catchy tunes specifically to trend on platforms like TikTok and Instagram Reels.

Case Study: O’Reilly Auto Parts

The simple “O, O, O, O'Reilly! Auto Parts” jingle has found a second life as a meme across social media, showing that even old jingles can gain new relevance.

Case Study: Apple’s “Shot on iPhone” Campaign

While not a jingle in the traditional sense, Apple pairs their user-generated video campaigns with catchy background tracks, creating memorable associations between sound and brand.

Key Takeaways: Modern Lessons from Classic Jingles

1. Simplicity Wins
2. Catchy, simple melodies are easier to remember and associate with brands.
3. Consistency is Key
4. Brands like McDonald’s and Intel show that sonic consistency builds long-term brand equity.
5. Adaptability Matters
6. Successful jingles evolve with trends — whether through remixes, memes, or new ad formats.
7. Emotional Connection Drives Loyalty
8. Music taps into nostalgia and emotion, deepening brand-customer relationships.

Conclusion: The Timeless Power of Jingles

Jingles have never truly gone out of style — they’ve simply evolved. Whether through traditional sing-alongs, sonic logos, or viral TikTok sounds, the core principle remains: music makes brands memorable.

In today’s noisy media landscape, a well-crafted jingle can be the secret weapon that cuts through the clutter, sticks in people’s heads, and builds lasting brand loyalty.



If your brand needs that memorable edge, it might be time to bring the jingle back. For more info feel free to contact us!!