On a recent trip to the US, all I can remember singing in my head and whenever I passed a Yellow billboard advertisement was Liberty Liberty Liberty Liiiberty, the sonic jingle for Liberty Mutual. It somehow manages to sound retro and contemporary.
You sing the brand name 4 times which is very powerful from a neuro science perspective for recall and buy in.
A Drum article in 2019 had the following to say about the jingle
Liberty’s ‘sticky’ jingle is driving consumer awareness: ‘It doesn’t hurt to mention the brand four times’
In the US, Liberty’s jingle had the second-highest brand identification rating after Nationwide. It was named the sixth-most effective in the market overall.
The brief was clear: make it sticky, make it memorable and to make sure it would connect to Liberty Mutual as the company at large, rather than as single campaign.
“Of course, it doesn’t hurt to have your brand mentioned four times in the actual jingle,” she said. “We love how it’s not only been an effective marketing tool – it’s been awesome to see how people everywhere are embracing the jingle – Harry Connick, Jr. even gave it a recent shout-out on the Today Show.
So…. it’s definitely one of our favourite brand sounds and it shows the power of originality that doesn’t have to be over complicated to be powerful and cut through.
