Happy Little Vegemites are back again
The Happy Little Vegemites are to make another return to Australian television.
A “contemporised” version of the Happy Little Vegemites jingle features in the part-colourised JWT ad based on the 1956 black-and-white original and a further version from 1980.
Ben Wicks,GM of Vegemite for Kraft Foods said: “The Happy Little Vegemites jingle has become deeply ingrained in the Australian psyche. It is a part of our nation’s history and one of the most enduring jingles of all time; decades of Australians have grown up listening to or singing the Vegemite jingle whilst eating their toast in the morning. We want to ensure this tradition continues.”
You can view the older versions of this jingle on the australianscreen website.
http://aso.gov.au/titles/ads/h.....vegemites/
http://aso.gov.au/titles/ads/h.....es/extras/
I’m disappointed the brand hasn’t done more on this. Yes we’ve all seen the ad, know the jingle and have brand sentiment, but how about completely overhauling the TVC for 21st century kids?
Well said Robbie
“Everyone has their way of eating Vegemite – even straight from the jar.”
I count two ways.
An agency got paid to do this!!
Says alot about the quality of their other ideas if this came out on top.
Hi Hank,
What if it’s strategically right for the brand? If so, good on JWT for avoiding the temptation to chuck out all of that brand heritage.
Cheers,
Tim – Mumbrella
With this caliber of nostalgia in play, I don’t think it matters.
Tim I hear you, but shouldn’t a successful brand build on it’s heritage, not just fall back on it.
I was just interested if JWT took a creative fee for putting a few 80’s pop video squiggles on.
I think the brief may have been to put out some brand work that was as far removed from the ‘iSnack 2.0’ disaster as possible.
Voila.