In a consumer survey I ran last fall (n=1,200 US adults), 42% recalled “Nationwide is on your side” in under five seconds, with “Give me a break” (Kit Kat) close behind at 31%. Does that line up with what pops into your head first, or would your top-of-mind jingle beat those?
McD’s “ba da ba ba ba” edges both — melody beats lyrics… > Does that line up with what pops into your head first, or would — I’d bet the 42% for Nationwide is the call-and-response advantage in a sub-5s prompt. If you reran with audio-only hums and split 18–34 vs 55+, I think McD’s and the Intel bong jump past Kit Kat.