Have you heard Oreo’s new commercial jingle? The catchy ad premiered during the GRAMMYs. It was the latest addition in Oreo’s Wonderfilled original jingle campaign which has become an increasingly “sticky” marketing strategy for America’s favorite cookie. But who provided the musical talent behind the new jingle? Tegan & Sara.
Watch the commercial…
This indie rock duo was formed in Calgary nearly two decades ago by identical twin sisters Tegan Rain Quin and Sara Keirsten Quin. The group have followed in the steps of several other established singers including:
- Chiddy Bang
- Kacey Musgraves
- Owl City
Canadian Twins Enlisted to Sing Oreo’s Story
Tegan & Sara were asked to sing a jingle that would help Oreo launch it’s limited-edition flavors for 2014: Marshmallow Crispy and Cookie Dough Oreo Cookies. The company included a super secret hashtag at the end of the new ad providing proactive fans with an opportunity to get an early taste of these new flavors.
(Fast Fact: The new flavors are available in stores as of this month.)
Tegan & Sara were not tasked with composing this catchy tune on their own. Oreo have a team of skilled copywriters at the Martin Agency that have worked with each artist featured in the Wonderfilled campaign. This helps ensure that each jingle is representative of the artists’ unique style.
Oreo is a great example of how effective jingles still are in modern marketing campaigns. They’ll be the first to tell you that they are constantly on the lookout for musicians that could perform their next tune.
“Someone on our team was listening to Kacey Musgraves a lot, and we heard her track ‘Merry Go Round,’ fell in love with it and started to get excited about the idea of having her perform our Wonderfilled song,” explained Dave Muhlenfeld, VP-creative director at the Martin Agency. “She had such a unique, fresh kind of style, and she seemed like a natural storyteller. We’re always looking to find the right artists across different genres who can help tell our stories.”
Brands Using Music in their Commercials
Of course, Oreo was not the only mega brand that has been experimenting with music-themed commercials during recent events. Some recent examples would include:
- Coldwell Banker’s “Home Sweet Home” GRAMMY commercial
- Honda’s “Today is Pretty Great” TV spot
- Coca Cola’s “America the Beautiful” Super Bowl Commercial
- The “We All Play for Canada” jingle for the 2014 Winter Olympics
2014 is shaping up to be a huge year for the sisters Tegan & Sara. In addition to performing the latest jingle for Oreo’s Wonderfilled campaign, they also composed the theme song (“Everything is AWESOME!!!”) for the popular Lego Movie that just hit theaters.
Check out their jingle and let us know what you think!