Music in advertising is employed in the same manner by at least three quarters of all creative output. Not only does music offer entertainment, it also boosts memorability, one of the more important factors when it comes to advertising. Think of some of your favorite commercials and brands, what do you remember most from their advertisements? Majority of the time it’s the jingle presented at the end of the commercial that you can’t get out of your head and eventually grow to love or hate.

CBS launched its 150 Brands quiz featuring 115 posters across 78 stations that challenged commuters to identify 150 brands that have advertised on the London Underground. The challenge lasted from July 29th to August 11th. Out of the 38,000 visits to the site, only 700 players identified each brand correctly. The most recalled tagline was Maybelline‘s “Maybe she’s born with it” that was created in 1991. Even when you read the tagline to yourself you can’t help but hum “Maybe she’s born with it, maybe she’s Maybelline.”

After Maybelline, the rest of the top five most memorable taglines were (in order): “Taste is King” (Burger King), “Just Do It” (Nike), “It’s Finger Lickin’ Good” (KFC) and “I’m lovin’ it” (McDonald’s). Of those, 3 have been set to music. So that’s 4 of the top 5. Surely this is no coincidence! We would have imagined McDonalds being higher in that list just because it’s jingle is so recognisable. Whenever you think of McDonalds, you never say, “I’m lovin’ it,” you sing it just as they do in commercials and so forth. Majority of the brands would not have been recognized if it wasn’t for their uniquely sung tagline that eventually makes up the entire brand.