Despite the significant changes in the advertising industry over recent decades, the commercial jingle remains a powerful tool in marketing. Kraft Heinz CMO Todd Kaplan emphasizes the importance of engaging jingles, enlisting well-known artists to enhance them. Recently, Lunchables released a new version of "Peanut Butter Jelly Time," featuring artists Lil Jon and Twista. Kaplan explores innovative marketing strategies that resonate with consumers, focusing on high engagement moments linked to sports, music, and entertainment to capture attention and drive sales across their brands.
When an ad comes on your TV, you're typically looking at your phone. When a pre-roll ad hits you on YouTube, you hit the skip button.
It's about trying to find ways to prioritize high engagement moments, especially through passion points like sports, music and entertainment.
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