A pop hit in the U.S., "Let's Go" has origins in Europe as an official soccer anthem for Pepsi Max, with lyrics that happen to embody the message of Pepsi's first-ever global ad tagline, "live for now." "It's now or never," Ne-Yo sings on the fist pump-worthy track, "tomorrow's good, tonight is better." Brad Jakeman, Pepsi's chief creative officer, told Billboard in a May 5, 2012 cover story that the "live for now " positioning was the key differentiator between Pepsi and longtime rival Coca-Cola. "They've attracted a group of consumers who've prepared more to trade off on 'tomorrow.' We're much more focused on maximizing the excitement of 'today.'"
One of Toby Keith's biggest hits is also his most unlikely. Unlike most of his singles, "Red Solo Cup" was not written by Keith but two pairs of Nashville writers known collectively as the Warren Beaver Brothers - Brad and Brett Warren, Brett and Jim Beavers, respectively. Though the writers didn't compose the song under any influence from Solo, the single's release nevertheless coincided serendipitously with the sale of The Solo Cup Co. to Dart Container Corp. this spring, to the tune of $1 billion. Although Solo initially bristled at the song's less-than-favorable lyrics ("A red Solo cup is cheap and disposable / And in 14 years they are decomposable"), the company has since voiced its approval to Keith's camp. "Toby made the red Solo cup a party icon," says TK Kimbrell, Keith's manager.
Perhaps the most direct template for the modern jingle, "Forever" was a big hit in the summer of 2008 for both Brown and Wrigley's Doublemint, which scored a lot of awareness for the updated take on the brand's "double your pleasure, double your fun" tagline. But the ill-fated deal is also the most direct template for how brands respond to celebrity crises, as Wrigley was the first brand to discontinue its business dealings with Brown following his 2009 incident with Rihanna at the Grammys.
African rapper K'naan's breakthrough U.S. hit existed in a more personal form with lyrics that addressed growing up in Somalia, but when Coca-Cola tapped him to adapt the song for a "Celebration Mix" with Will.i.am and David Guetta, "Wavin' Flag" took on a more universal form as a sports anthem. The single has led to a long-term collaboration between K'naan and Coca-Cola, which donated the $500,000 it received from "Wavin' Flag" to clean-water programs for schools in Africa through the charity RAIN, at K'naan's request. More than 500 schools benefited.
Coca-Cola's first Olympic jingle was the result of an 18-month project that saw producer Ronson (Amy Winehouse, Lily Allen) collaborating with five Olympic athletes around the globe to capture the sounds of their respective sports and incorporate those noises into a pop song. The project, which was adapted for over 20 territories, features fellow London-er Katy B on lead vocals. The U.S. push for the song included commercial time as well as custom promos on NBC's coverage of the Games, a Spotify promotion from Ronson's U.S. label RCA, a national media buy on Ryan Seacrest's "American Top 40." and an installation at Coca-Cola's own Olympic pavilion.
Originally a song called "Let's Get Retarded" that appeared on 2003's "Elephunk," the Black Eyed Peas (wisely) changed the title and updated the lyrics for this 2004 single that doubled as the theme for the 2004 NBA playoffs season. It also kick-started a long series of brand partnerships for the band and its members Will.i.am and Fergie, which have included everyone from Pepsi and Intel to Candie's, BlackBerry and Bacardi, prompting the Wall Street Journal to memorably dub them "The Most Corporate Band in America" in a 2010 profile.
Released on the heels of Lady Gaga's epic, product placement-laden "Telephone" video, which featured a cameo from online dating site Plenty of Fish, "Zoosk Girl" was a one-off digital single from T-Pain and Flo Rida that is one of the more transparently sponsored pop song-as-jingles in recent memory. See the heavily branded video above for further proof.
Jewel underwent a surprising makeover for 2003's "03/04," a collection of upbeat, glossy pop songs that far transcended her roots as an Alaskan folk singer. Part of that change included this tongue-in-cheek, Lester Mendez-produced single, which did double duty as an unofficial theme song for Schick's Intuition razor. Although written (and titled) independent of the razor, "Intuition" was nevertheless licensed for a national TV campaign and performed by Jewel at a New York event called Intuitionfest, thus cementing its jingle status.
Shout-outs to booze brands has become virtually passé in hip-hop now (if you had a dollar for every time Pitbull name-checks Voli these days, for instance, you'd be quite wealthy.) But Busta Rhymes took the still-nascent trend to a new level in 2002, when his pair of "Pass The Courvoisier" singles became party bangers that happened to reference the popular cognac brand. The company did not pay Busta for the mentions in either single, but later reached a promotional pact with Rhymes' management company Violator after experiencing an uptick in sales as a direct result of the song's popularity. Nelly experienced a similar cause-and-effect that same year when his No. 3 hit "Air Force Ones" ( watch it here), an unpaid ode to the Nike shoe, naturally led to an official endorsement deal to the signature sneakers.
In many ways, the song that started it all. Originating as a love song of sorts to the band's favorite shoe, "My Adidas" kick-started the trend of rappers referencing products in songs - often with the hopes that such free PR would eventually lead to the kind of endorsement deal and national exposure Run-D.M.C. got when the group appeared in TV ads for Adidas, inked an endorsement deal worth a reported $1.5 million and released their own custom line of sneakers.
*All songs with an asterisk were not written specifically for an advertiser, but later led to official relationships with their respective brands.
Super Bowl Music Central 2013