---
title: "Advertising music: the jingles we never forget"
description: "From the sung jingle to sonic branding: why some ad music sticks, and how four notes became the SNCF's sound logo."
url: "https://publicitefrance.com/en/avant-apres/musiques-de-pub-jingles/"
lang: en
translated_from: "https://publicitefrance.com/avant-apres/musiques-de-pub-jingles/"
category: "Before/After"
publisher: "PubliCité France"
updated: "2026-08-02"
alternate_fr_md: "https://publicitefrance.com/avant-apres/musiques-de-pub-jingles.md"
keywords: ["advertising music", "jingle", "sonic branding", "sound logo", "audio identity"]
sources:
  - "https://www.sixiemeson.com/our-work/sonic-branding/sncf-sonic-identity/"
  - "https://www.europe1.fr/societe/mais-dou-vient-lemblematique-jingle-de-la-sncf-4012759"
---

# Advertising music: the jingles we never forget

**In short:** sound bypasses our attention — you can close your eyes, not your ears. Four notes were enough for France's national railway (SNCF) to build a sound logo recognised by 98% of French people. The discipline has moved from the sung jingle to measured **sonic branding**.

## Why ad music sticks in your head
- **Brevity**: two to four notes are enough — the shorter it is, the easier to replay mentally.
- **Repetition**: heard hundreds of times, always at the same moment, the motif becomes a reflex.
- **Emotion**: a melody links the brand to a feeling faster than any argument.

## The textbook case: the SNCF's four notes
In 2004, the SNCF entrusted its audio identity to the agency **Sixième Son** (a French sonic-branding pioneer founded by **Michaël Boumendil**). The result: a four-note sound logo — *do, sol, la, mi* — played in every station before announcements. Crucially, the motif has been modernised several times (2005, 2009, 2013) **without ever changing the four notes**.

Figures (source: Sixième Son): **98%** of French people recognise the jingle, **94%** correctly link it to the SNCF, **81%** say they feel "attached" to it. The agency claims 120+ brands worked with (Cartier, Michelin…).

## Before / After: from sung jingle to audio identity

| | Before (sung jingle) | After (sonic branding, 2026) |
|---|---|---|
| Form | A line set to music, with lyrics | Short sound logo, no lyrics |
| Brand | Name sung ("Haribo c'est beau la vie") | Motif applied everywhere, an audio charter |
| Channels | Radio, TV | Omnichannel: app, store, voice, TikTok |
| Management | By feel | Measured (recognition, attribution) |

The sung jingle hasn't disappeared, but it has been joined by a more strategic discipline: **audio identity**, designed as a logo you listen to. In the age of smart speakers and sound-first TikTok, sounding right is once again a competitive edge.

## What it teaches brands in 2026
- **Invest in sound**, not just image (voice, short formats).
- **Short and stable**: a few notes kept intact over time.
- **Measure it**: recognition, attribution and attachment are managed like the rest of the brand.
- **Cover every touchpoint**: station, app, Reel, smart speaker.

## FAQ
**Who composed the SNCF jingle?**
Its audio identity was created from 2004 by the agency Sixième Son (founded by Michaël Boumendil). The logo is built on four notes (do, sol, la, mi), kept through updates.

**Difference between a jingle and an audio identity?**
A jingle is a short melody, often sung with the brand name. An audio identity (sonic branding) is a broader approach: a system of consistent sounds applied across every touchpoint.

**Why does sound matter in advertising today?**
With podcasts, voice assistants and short videos where sound is central, a recognisable audio signature allows instant identification.

## Sources
- Sixième Son — SNCF sonic identity: https://www.sixiemeson.com/our-work/sonic-branding/sncf-sonic-identity/
- Europe 1 — where the SNCF jingle comes from: https://www.europe1.fr/societe/mais-dou-vient-lemblematique-jingle-de-la-sncf-4012759

---
*PubliCité France — Before/After section. Figures: source Sixième Son. French version: /avant-apres/musiques-de-pub-jingles/*