Don’t think twice. In fact don’t think at all.


Dylan once introduced his song  “Don’t Think Twice, It’s All Right” as “a statement that maybe you can say to make yourself feel better… as if you were talking to yourself.”

Maybe it was partly Bob who inspired chicken chain Red Rooster to use the line as it’s new jingle/tag/payoff line but I doubt it. It struck me as a call to simply not think before stuffing unhealthy food down the old hatch.

This smacks of the last act of desperation for an advertiser: there is absolutely no earthly reason any rational intelligent person would consume our product…so we’ll simply assume that our market is no such thing, hope for the best and encourage utterly mindless gorging.

Touching in a way. And stratetically even weaker considering that the chain is actually attempting to position itself as a healthy option, the idea being that you don’t need to think twice because you are eating something healthy. I’m not sure the “Don’t think twice” line sufficiently delivers on that position given the starting point they’re trying to move away from, that of greasy cheapo deep fried chicken joint. Surely the healthy repositioning needed to be a little more front-and-centre for our unthinking chicken eater. Judge for yourself.

But probably a step forward from the old jingle “Are you Red Red, Ready Red Rooster”.

Do you think repetitive jingle-based ads are still powerful in moving consumer perceptions?

PS kudos where it’s due: apparently In 2010 Red Rooster voluntarily ceased advertising kids meals. And the link below does recognise Red Rooster’s healthy food options.

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2 Responses to “Don’t think twice. In fact don’t think at all.”

  1. jingles contribute to the white noise of most tvc’s… by reinforced design jingles are mindless, meaningless and pointless, aimed only as a deep-etched subconscious trigger. Would like to survey the correalation between sane people going mad and Jingle Exposure…

    They are a throwback to a time when tv advertising was fresh, and consumers were enamoured by the shock of the new. In those heady times it led to guys like Roland Barthes ascribing a product, a car (the Citreon DS) apotheotic stature, when really it was just a car with some interesting industrial design features. Yet all cults need a guru, and Barthes was more than happy to be fulfill that role in that mill called consumerism….
    and look where that vision has led us today…. bloody big ships are hard to turn around….

    still, gotta love the french sense of diffidence:

    yep, that’ll sell cars….

    • I once drove my Dad’s Rover over a ploughed field (long story)…I would have been better off in the Citroen!!

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