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I finished this email at 2am, I sure hope it's a gem | Nudge Newsletter 🧠

Published 11 days ago • 1 min read

It's rhyme time.

Rhymes are strangely powerful.

Researchers McGlone and Tofighbakhsh found that rhymes boost believability by 17%

Filkukova and Klempe found that rhyming slogans are rated at 22% more accurate.

Shotton and Thompson found that rhymes boost recall by 29%.

So it's no surprise that Tesco now use rhymes to reassure customers that its reduced produce is still "just as nice".

But Tesco is hardly alone. There's a long list of iconic rhyming ads.

What do you notice about the ads above? They're all more than 30 years old.

Perhaps it's the rhymes that have kept these ads in fashion.

One of marketing's best-known and most effective rhyming phrases is for coffee.

"The best part of wakin' up is Folgers in your cup"

Former Procter & Gamble Group Vice President Pete Carter said.

"I remember, in the early days, Folgers Coffee was a distant number two brand.

You know 'The best part of waking up is Folgers in your cup'?

We launched that campaign, and the brand started growing against Maxwell House and eventually overtook it."

Following the ad, Folgers grew at 3-4% a year.

The ad must work. Even the new owners still run the ad today.

If you aim to persuade or stick in their mind, use a rhyme, and success you'll find.

​

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Nudge Newsletter

Phill Agnew

I spend 18 hours each week turning marketing psychology into readable newsletters.

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