MARKETING | Staff Reporter, Australia

Why brands like Pizza Hut are using jingles for their marketing

An behavioural specialist explains why customers easily recall the pizza chain's classic 481-1111 tune.

Pizza Hut's 481-1111 jingle in the tune of the William Tell Overture was easily recalled by customers due to its catchy melody and repetitive nature, according to behavioural specialist and psychologist Bri Williams.

“The battle for eyeballs has meant the visual field is highly saturated, which means the battle for ears has begun,” she explained. “Brands are realising the power of auditory messages to get to customers more quickly and lodge in their minds more persistently.”

Pizza Hut recently revived its jingle for the digital age, in promotion of its newest deal, including a contest that is inviting Aussies to create their unique twist on the iconic tune.

Advising competition entrants, Williams provided some notes on creating memorable jingles. “In behavioural science terms, jingles target ‘system one’ thinking, playing on memories, emotions and ease rather than facts, figures and rational arguments,” she said.

“To do this, memorable jingles use the 3 Rs - rhythm, rhyme and repetition. Together, these Rs make the sounds feel right, easier to store and remember, and easier to access. The power of music to recall memories is both universal and undeniable.”

Check out Pizza Hut's 1992 commercial that featured the jingle:

Photo credit: Pizza Hut Australia Facebook

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