Although fun for many people, jingles are serious business. Companies rely on the gimmick to create awareness among consumers. This is especially true with children, who are some of the most susceptible consumers. Brands hope to establish a base with kids, a segment of the consumer group which carries influence in the family unit when it comes to shopping.
Kraft foods’ Oscar Meyer luncheon meats' commercial features a famous kids jingle which teaches children to spell the product’s name while linking the brand to bologna and hot dogs. This becomes clear in the jingle’s first line, “My bologna has a first name.” Cereals often feature marketing towards kids. An example involves the short “Snap, crackle, pop. Rice Krispies,” used to sell the cereal from Kellogg’s. The company also found this formula to work for other cereals, like Apple Jacks.
The restaurant chain Chuck E. Cheese uses their jingles to advertise its kid friendly establishments. Using the line “Where a kid can be a kid” encourages children to visit a restaurant where they feel in charge. Fast food chains have a history of producing jingles that appeal to all age groups, including kids. McDonald's has a string of well-known jingles, such as “You deserve a break today,” which ran in the 1970s.
Jingles frequently accompany toys as they make their way into the retail market. For example, the 1980s doll My Buddy features a jingle that not only repeats the product name to makes sure it stays in kids’ minds, but gives children the appearance that the toy is their best friend. In the 1960s and early 1970s, Slinky became synonymous with its jingle that explains the product as it sells how fun it can be for the consumer. Toy store chain Toys R’ Us used the jingle “I’m a Toys R’ Us kid” to introduce itself to consumers through the United States.
Band Aid, from the Johnson and Johnson company, uses kids to single the jingle “I am stuck on Band Aid brand” to promote its products. It appeals to all age groups including children, who may steer their parents to the product in stores. This theory also applies to those hearing the 1990s Huggies Pull Up Training Pants jingle, which ends with the phrase “I’m a big kid now.” Children are encouraged to wear the training pants as a way to create independence, as well as feel more like adults.