Short Conversation Between Eric and I About the Jingle
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After receiveing the commercial and posting it, I emailed Eric the following:
Steven Hess to Eric
show details 11:46 AM (15 minutes ago) Reply
I have to admit -- I think of the superhero with a bottle of Clean1 in the utility belt -- the Batman of cleaning products. :)
And that jingle does stick in your head. EEEK!
And he replied:
Eric Lehner to me (3 messages condensed)
Our testing has showed that this has incredible recognition value. The consumer today is bombarded with thousands of commercial messages. Our goal was to create something that would be highly recognized after only one hearing. This one seems “hard to forget” because of its rhythm and effects. Recognition is the holy grail of advertising because then, whatever the personal attitude of the listener, they will know what it’s about. Also, the commercial was found to be highly effective in delivering basic information: Name – purpose – availability. Furthermore, it is unlike anything in its peer group creating conceptual distinction, not only auditory distinction. Finally, it was found highly adaptable to TV for advertising. Bottom line, it is considered to have recognition (branding) value and emotive associations that are as powerful as opening credits for a television show.
I have already sent you a reply to your earlier question, so in this response I’ll just deal with your more recent comment. I am glad to hear what you just said, because the story board concepts for the TV commercial include a bottle of CLEAN1 in a utility belt. The characterization of CLEAN1 as heroic, even if not literally a “super hero” image is deeply part of the positioning. Thus what you are illustrating is that the imagery is on target. Incidentally, it is highly memorable – unusually so. This is why it will be very successful. Brand recognition is half the battle. I am also glad that you used the words “stick in your head”. The industry term for this is, literally, “stickiness”. This is exactly what we are after in this case!
