Avocados From Mexico
“Say It With a Jingle” (2024)
Leveraging a Catchy Jingle to Boost Brand Awareness and Preference
Avocados From Mexico has a jingle that is instantly recognizable—8 notes and 3 words that have become synonymous with the brand. But instead of just using it at the end of commercials, the brand decided to explore how this memorable tune could be used more creatively. The result? A humorous campaign that employed the jingle to make bad news sound better, leading to some very good news for the brand.
CHALLENGE
How to extend Avocados From Mexico’s iconic jingle beyond ads?
Avocados From Mexico had long used its catchy 8-note, 3-word jingle as a sign-off at the end of its commercials. While the jingle was already well-known, the brand wanted to explore new ways to utilize this asset to further enhance brand recall and positively influence consumer perception. The challenge was to find a way to use the jingle that would not only capture attention but also strengthen the brand's connection with its audience, leading to measurable increases in brand awareness, preference, and purchase intent.
Solution
“Say It With A Jingle” used humor to make bad news sound better.
The “Say It With A Jingle” campaign repurposed the well-known jingle in unexpected ways, using it to soften the blow of bad news with humor. This approach entertained audiences and strengthened the association between the jingle and the brand, making it more memorable. The campaign was rolled out across TV, social media, and digital platforms, ensuring broad reach and engagement, encouraging viewers to think of Avocados From Mexico every time they heard the tune.