Throughout the middle of the 20th century, jingles would almost be taken for granted as a key part of the marketing mix for brands of all kinds and in differing awareness-raising formats – for example, one of America’s most famous now-defunct jingles, for Oscar Mayer Wieners, was composed in 1962 as part of a competition for the Kraft brand.
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The jingle took off and developed, and often growing into full songs, such as the cinema-based 1940s spot for Chiquita Bananas, which provided a cheery, minute-and-a-half guide to optimal banana eating from a comely lady banana drawn by comic strip artist Dik Browne and voiced by wholesome singer/actress Monica Lewis. Their barbershop-style “singing commercial” for Wheaties, broadcast in Minneapolis on Christmas Eve 1926 in lieu of a typical spoken testimonial, proved a sales-boosting smash and, the legend goes, saved the cereal from discontinuation, laying out the red carpet for a worldwide wave of ad music. General Mills tends to lay the most vocal claim to the world’s first recorded jingle. A very successfully advertised American rat poison, Rough on Rats (which, to go by the number of accidental and non-accidental human deaths also attributed to it, was rough on pretty much anything) was marketed with the pre-recording equivalent of a single release: 35 cent sheet music for a rather grisly albeit chirpy ditty, copyrighted in 1882.
It’s possible to point to their origins much further back in history, in the rhyming cries of street vendors throughout the 15th and 16th centuries – some of which, such as the nursery rhyme ‘Hot cross buns’ or the “Cockles and mussels” portion of ‘Molly Malone’, survive in popular song.Īs the idea of advertising evolved in the 1800s, so too did the use of ad music to bolster marketing efforts. Though in some ways it’s hard to imagine the advertising landscape before them, jingles as we think of them were only made possible by the advent of the radio after 1923.
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