The Magic of Music: An Indispensable Element in Advertising

Music in advertisements is not just for entertainment; it also serves to deepen the impression on the
audience and reinforce their memory. The message conveyed through lyrics effectively attracts
potential consumers, and concurrently, the music evokes emotional responses from viewers.
Television advertisements offer more than just a visual impact; the embedded music truly resonates
with the viewers’ souls.
Interestingly, lesser-known tunes often outperform popular songs in advertisements. This might be
attributed to the freshness and uniqueness they introduce. In comparison to regular songs, succinct
lyrics tend to leave a more profound mark in the audience’s mind.

Simplicity and Impact: The Success Secret of Albeni’s Jingle

Take the company Ülker, for instance. They have crafted a strong brand identity using a concise and
resonant advertising jingle. Even though the music in their advertisements repeats the same lyrics,
this strategy ensures that consumers aren’t distracted by complex vocabulary or information. The
melody is so catchy that it’s hard not to hum along. In the advertisements, the actors’ outfits perfectly
complement their vocal tones, creating a harmonious audio-visual world. The soft melody paired
with a brown skirt seems to simulate the silky texture of chocolate, while the upbeat tune with a
yellow dress embodies the sweetness of caramel. The rugged male voice signifies the crispness of
biscuits. This perfect fusion engraves both the brand and the taste of the chocolate deeply into the
consumers’ minds.

Albeni’s Ad Campaign in Kazakhstan

Cross-Cultural Consistency: Albeni’s Global Strategy

It’s worth noting that this advertisement isn’t exclusive to Kazakhstan but has its versions in other
countries as well. Regardless of the version’s variation, the lyrics and visual imagery remain
consistent. This implies that using the same music piece consistently in brand advertising can
establish a powerful brand association. When consumers hear this song, their immediate association
is with Albeni chocolate. By repeatedly using the same jingle, the brand can also foster a lasting
emotional connection with the audience. Listeners might link the song with specific moments or
memories, further deepening their affection for the brand.

Albeni’s Advertisement Video in Turkey

Music breathes life into advertisements, touching the soul, cementing memories, unifying brand
images, and amplifying the message conveyed.

Moldir Nurtau

Using Albeni as an example, the right choice of music is undeniably pivotal for advertising success.