If you grew up in the 80’s, 90’s or early 2000’s, chances are you’re familiar with the legendary Juicy Fruit jingle.
Just as consumers have evolved since then, Juicy Fruit announced that it’s time the brand did as well, beginning with an all-new version of the historic jingle.
“In an age of what’s old is new, blasts from the past and #TBT, reviving the Juicy Fruit jingle will remind Canadians of this iconic song while introducing the brand to younger Canadians who didn’t grow up listening to it,” says Jaclyn Sutton, head of marketing and strategy at Mars Wrigley Confectionery Canada. “Our brand has always been about playfulness, so it was important for us to let Canadians have a say in the selection process. The new jingle campaign is a part of continuing our legacy in a creative and relevant way, that inspires collaboration, and that is true to who we are as a brand.”
In addition to the recreation of the traditional version, four alternate options across a range of musical genres have been released, and for the first time ever, Canadians can vote to determine which version is worthy of the winning title.
According to the company press release, the new Juicy Fruit jingle is intended to move today’s Generation Z in the same way it moved a generation 20 years ago. Over 12 different options were tested to get to the four current selections, which were chosen based on the top genres currently trending on digital platforms, keeping its essence and playfulness.
The new versions are:
- Pop: Featuring melodious vocals over a dance beat, if the original Juicy Fruit jingle didn’t get stuck in your head, we’re willing to bet that this one will
- Hip Hop: Features a stylized rhythm, synthesized and crowd pleasing beat that’s sure to have this version on repeat
- Country: This twangy, guitar picking rendition will rally any country-music fan
- R&B: A slowed-down version featuring smooth vocals that bring style and attitude to the original tune
Canadians can visit www.juicyfruitjingle.ca to listen to the original Juicy Fruit jingle alongside the four new versions and vote for their favourite, now through May 25. Voting results will be calculated in real time, so Canadians will be able to keep track of which jingle is moving Canadians the most.
The original Juicy Fruit jingle first came out in 1986. This jingle reboot will highlight the nostalgia of the original version that many Canadians know and love, while inviting a new generation to listen to and enjoy it as well. The winning jingle will be unveiled on May 27.
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