Hemglass is known not only for its iconic Swedish ice cream truck, but also for its jingle. Blared out to the public on loudspeakers every week since 1969, Hemglass' jingle is loved by children and hated by adults. After a while, anything gets annoying, even if it is associated with something as delicious as ice cream.
To combat that annoyance, Hemglass went to ad agency Volt to create a radio spot that would remind grown ups the excitement they would feel when they heard the Hemglass jingle as children. To do that, they created 'The Grand Experience.' This involved a symphony orchestra and a talented boys choir, which transformed the Hemglass tune into something a lot more epic.
Symphonic Radio Jingles
The Hemglass Campaign Revolves Around a 'Grand Experience'
Trend Themes
1. Audio Branding - Opportunity to create unique and memorable audio elements to enhance brand identity and evoke nostalgia.
2. Experiential Marketing - Opportunity to create engaging and immersive experiences that resonate with consumers on an emotional level.
3. Nostalgia Marketing - Opportunity to leverage nostalgia to connect with consumers and invoke positive feelings associated with childhood memories.
Industry Implications
1. Advertising - Disruptive innovation opportunity: Explore new approaches to audio branding in advertisements to captivate audiences and leave a lasting impression.
2. Entertainment - Disruptive innovation opportunity: Incorporate orchestras, choirs, and other live performances to create unique and unforgettable experiences for entertainment purposes.
3. FMCG (fast-moving Consumer Goods) - Disruptive innovation opportunity: Utilize nostalgia marketing strategies to revitalize iconic tunes or jingles and create deeper connections with consumers.