What makes an ad iconic? Vegemite and ‘Not Happy Jan’ top new list
Still from Clemenger BBDO's 'Not Happy Jan' Sensis ad
Nostalgic ads from enduring brands such as Vegemite, Cottee’s cordial and Aeroplane Jelly have topped a list tracking the brands and campaigns people recall from childhood.
Vegemite’s catchy “Happy Little Vegemites” – originally from JWT in 1954, but used in various iterations since – topped the list for recall.
The research was conducted by Cubery, via a panel compiled by Pure Profile. Around 1,000 Australians over 18 were asked to recall the ad they remembered most from childhood, and what made it stick with them.
25% of the respondents cited Vegemite, followed by 19% for the Reading Writing Hotline (1300 655 506), and BBDO’s 2000 ‘Not Happy Jan’ campaign for the Yellow Pages. Brands with prominent jingles, such as Aeroplane Jelly (9% recall) and Cottee’s (7%) rounded out the top five.
