Do Shake N Vac - Uks Most Effective Advertising Jingle

Monday, 03 November 2008

The 'Do The Shake N Vac' song from Glade's carpet deodorant TV commercial in the 80s has been named as the most effective ad jingle ever in a recent study.

Despite the advert being more than over 19 years ago the public's recollection of the 'do the shake n vac' song appeared as strong as ever with over 25% of those polled naming it and recalling the song's lyrics.

The survey, carried out on behalf of TV commercial production company PSAfilms, was investigating the long term effectiveness of jingles in advertising.  More than 300 hundred people were asked to name memorable jingles that had written purely for adverts, and to recall the song's lyrics.  

Results showed that people's recollection of adverting jingles from the 70s and 80s such as 'Do The Shake N Vac' and Jacob's Club 'If You Like A Lot Of Chocolate' was just strong as more recent ads such as Calgon limescale remover tablets, Sheila's Wheelz car insurance.

The top ten most effective jingles named in the survey were: 

  1. 'Do The Shake N Vac' - Shake n vac
  2. 'If You Like A Lot Of Chocolate On Your Biscuit, Join Our Club' - Club Biscuits
  3. 'Washing Machines Live Longer With Calgon' - Calgon
  4. 'For Bonzer Car Insurance Deals Girls Get Onto Sheila's Wheelz' - Sheila's Wheelz
  5. 'I'd Rather Have A Bowl Of Coco Pops' - Coco Pops
  6.  'The Milky Bar Kid' - Milky Bar
  7. 'I'm A Secret Lemonade Drinker' R Whites Lemonade
  8. 'Birdseye Potato Waffles Are Waffley Versatile' - Birdseye
  9. 'Holidays Are Coming, Always Coca Cola' - Coca Cola
  10.  'Hastings 0800 00 1066' - Hastings Direct

Common factors in the top ten most memorable jingles' effectiveness were: the repetition of lyrics, and upbeat simple melodies that people found easy to sing along to.

Ben Swift, director for PSAfilms explained, "The use of jingles in television advertising has really diminished over the years, but as the survey has proven, their marketing messages can last throughout the life cycle of a product and beyond.

"We wanted to find out what the return on investment could be for an ad jingle and were really pleasantly surprised at how just putting a selling message and catchy tune together could mean that people remember them decades later.

"It was also interesting to find that it's not necessarily the sophistication of a product or ad jingle that makes it memorable, with less sexy products like carpet deodorant and anti-limescale dishwasher tablets proving more memorable than those for big name American brands McDonald's and Coca Cola.

Ben added, "The marketing community has rejected the idea of jingles especially over the last ten years, because they're seen as being a bit naff. But the nostalgia and sense of fun that product-based chirpy jingles bring to a product is an incredibly effective marketing tool, and now we've seen the survey results we know just how effective they can be."



Editors Notes: PSAfilms is an award-winning film production company based in Manchester which specialises in high quality TV commercials.