The challenge
The original Pudliszki jingle from 2004 was built on the style of Brazilian samba. While it carried positive energy, it had significant drawbacks from a neuromarketing perspective — the instrumentation was overloaded and the rhythm too complex for listeners to repeat with ease.
The new communication platform, "Od Mmm do My" ("From Mmm to We"), built on Freundschaft's creative idea, put humming at its very heart. The core challenge was to simplify the musical structure so the jingle could be hummed naturally on the letter "M" — while preserving the warm, homely character rooted in the brand's tradition.
What we did
We built the jingle refresh on three key pillars, combining expert craft with modern technology:
AI-assisted expert analysis
We translated the brand's values into concrete sonic parameters. Every proposal was developed with the support of AI algorithms, evaluated for qualities such as closeness, warmth, and joyful sentimentality — giving us objective confidence that the sound delivers on the strategy.
The instrumentation of closeness
We traded digital sounds for instruments that evoke the Polish home: piano, acoustic guitar, and the human voice. The centerpiece of the new identity is a voice humming the signature melody on the letter "M".
The finishing touch
To complete the picture, the full version of the jingle features the distinctive sound of a Pudliszki jar being opened — an organic, product-born accent that seals the whole.
Working closely with the Pudliszki team and Freundschaft Agency, we selected — from many candidates — the one that resonates perfectly with the new communication platform.
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The outcome
Stronger memorability
Clear structural simplification made the jingle intuitive and easy to hum — directly boosting its effectiveness in short ad formats.
Built-in authenticity
The human voice brings the brand closer to consumers, giving the communication a deeply personal, intimate dimension.
Emotional consistency
The new sound communicates warmth and togetherness — a stable sonic foundation for future campaigns.
Why it works
The optimal number of tones
An effective sonic mnemonic relies on the optimal number of tones. Motifs of 5–6 notes build recognition best and increase consumers' readiness to choose the brand.
Humming closes the distance
A simpler jingle is easier for listeners to process, which translates into stronger brand preference. Humming — a natural human behavior — builds trust and permanently encodes the brand into everyday culinary moments.