Question

Topic: Advertising/PR

Jazz In Marketing Communication

Posted by Anonymous on 8/22/2008 at 11:37 AM ET 250 Points
Do you have any knowledge or direct experience concerning consumer brands that have used Jazz in their communication efforts (be it either ATL or BTL)?

I'm not thinking of companies that cater to jazz fans but, rather, I'm wondering about companies that use 'jazz' as a communication vessel in order to convey a set of values.

I vaguely remember something about Heineken in the mid-'90s but, again, I don't know much else.

Be as specific as possible, meaning: hod did this 'jazz' thing fit with the brand personality. What was the target group? Was it a 360° activitity or a single effort?

Thanks in advance.
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RESPONSES

  • Posted by ilan on 8/22/2008 at 11:40 AM Accepted
    I think that Michelob used it at one point...
  • Posted on 8/22/2008 at 11:56 AM Author
    just a little clarification: I'm talking about both jazz music and jazz imagery.
  • Posted on 8/22/2008 at 12:45 PM Author
    jazz imagery: any element, both visual and aural, that links to jazz (could be pictures of jazz musicians, music, a photo-shoot inspired by the atmospheres of a jazz café, quotes, etc.)
  • Posted on 8/22/2008 at 1:15 PM Accepted
    This is not quite jazz, but I just read (about 5 minutes ago) that R&B singer Chris Brown's song Forever was written as an extended version of a new Wrigley's ad.
  • Posted on 8/22/2008 at 1:16 PM Author
    on a tangent: just found this on the web:

    http://www.ballantinesjazz.com/

  • Posted on 8/23/2008 at 4:38 AM Author
    ...also: JVC seems to have something going:

    https://jazz.jvc.com/

    This page even contains some sort of rationale.
  • Posted on 8/23/2008 at 4:11 PM Accepted
    jazz was a central element in a mktg campaign we did some time ago. The basic idea was to do something in line with the brand personality (elegant yet a bif offbeat) targeting mainly a 25-35yo male demographic ('trendy' people with with a higer socio-cultural profile vs. the average).

    Im my experience if you want to target these people, you have to be believable. Meaning that you can't just run a commercial where you generically pretend to be somewhat 'different'. You have to prove your 'difference' by doing unconventional things (PR will then spread the news).
    So we threw events with renowned jazz musicians (young people who looked more like rock stars) and a nu-jazz dj-set. The venue, a jazz café complete with smoky atmosphere was perfect, much different from the usual posh locations everybody is using. We had cocktails and finger-food to go with each cocktail. You got the recipe and the jazz tune recommended to be played while sipping it.

    The response was enthusiastic and now we are considering the idea to push the concept even further.
  • Posted by mmacias05 on 8/24/2008 at 7:54 PM Accepted
    I might be off the subject, but what about Zatarain's?

    Take a look at the link below...I'm sure they use jazz in their communications.

    https://www.zatarains.com/

  • Posted by steven.alker on 9/1/2008 at 2:08 PM Accepted
    Jacques Loussier’s version of Bach’s air on a G string (With the Play Bach Trio) was used as the theme music for Hamlet Cigars for 35 years in the UK right up to advertising being banned.

    Out of interest, I tried a logical search on Google (To exclude advertising for Jazz references) and came up with only one result (!)

    It’s from a blog of Wynton Marsalis – by a Jazz nut. He asked a similar question in Jan 2006 and got only a handful of answers!

    https://www.organissimo.org/forum/lofiversion/index.php/t24717.html

    Are you perhaps related? –

    Only joking - it’s a phrase from Private Eye Magazine for any spooky coincidence!

    It looks like Jazz music in advertising is as rare as hen’s teeth. That means that it is an advertising opportunity waiting to be exploited or it doesn’t work.

    Steve Alker
    Xspirt
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