Observed Signal · Oct 5, 2026 · Marketing Campaign · Source: The Drum · Impact: 3/5 · Sentiment: Positive
Cornetto Bets on Susan Boyle to Revive Famous Jingle
Cornetto's campaign for its new Cornetto Max ice cream, titled 'Just One Cornetto (Remaxed),' featured Susan Boyle's vocals remixed into a house track. The campaign, created by The Brooklyn Brothers London with music by MassiveMusic, launched with minimal paid media but generated significant organic buzz, including 250,000 shares of the video on TikTok and Instagram. The teaser strategy, without a logo initially, sparked speculation and led to an early release. The campaign earned four front pages and 20,000 branded social mentions. The brand team at The Magnum Ice Cream Company (a Wall's brand) was initially skeptical but approved the idea based on data showing Boyle's relevance to Gen Z. The track was also adopted by Cornetto teams in Portugal and Greece.
The campaign demonstrates a successful nostalgic brand revival strategy using a cultural icon, showing the power of organic, fandom-driven marketing over paid media, which is relevant for brand marketers and agencies.
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Key Takeaways & Evidence Grounding
- Cornetto launched the 'Just One Cornetto (Remaxed)' campaign featuring Susan Boyle to promote Cornetto Max.
- The campaign was created by The Brooklyn Brothers London with music by MassiveMusic.
- The video was shared over 250,000 times on TikTok and Instagram.
- The campaign generated 20,000 branded social mentions and four front pages.
- The track was released on June 1, five days earlier than planned due to fan speculation.
Ontology Mapping & Concepts
Related Market Signals & Shifts
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Carlsberg revives 'If Carlsberg did...' for summer
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TikTok and Keurig Dr Pepper Turn Viral Jingle into Campaign
Adweek’s Brave Commerce podcast episode features TikTok and Keurig Dr Pepper discussing how the brand’s organic creator moment — Dr Pepper’s viral “Romeo” jingle — was amplified into a major marketing moment. Guests Mike Westgate (TikTok) and Ben Sylvan (Keurig Dr Pepper) explain how the team identified the creator-originated trend, decided to showcase it during the College Football National Championship, and measured both short-term and long-term impact. Hosts Rachel Tipograph and Sarah Hofstetter highlight lessons on cross-organizational collaboration, moving at the speed of culture, leveraging platform partnerships, and combining incrementality measurement with brand-growth metrics to assess campaign effectiveness.
Opinion: Jingles and Sonic Branding Need a Comeback
Jane Power argues that brands should reinvest in ownable sonic assets—original jingles and consistent audio signatures—rather than relying on licensed music. Citing new research presented by Mark Ritson and System1’s Andrew Tindall, Thinkbox’s 'Earning Attention' 2023 findings, and analyses from System1 and TikTok, the piece notes that audio is more likely to be remembered when attention is divided and that sonic branding can multiply ROI and mental availability. The article documents a decline in custom jingles (about 10% of TV campaigns in the 1990s vs. ~2% today), highlights examples (Jet2, Gillette, Intel, Netflix, Audi), and calls for strategic, repeatable sound design across touchpoints including radio, podcasts, and voice interfaces.
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