…Bambam la la: The ‘Pied Piper’ of Noodles
“Bam ba la la, bam ba la la” – the iconic nostalgic tune is back once again on our airwaves and across digital and social media platforms, transporting us back to fond memories tied to the melody. An entire generation of Nigerian children grew up chorusing this ‘street anthem’, bringing back the nostalgic feeling of each time Honeywell Noodles commercial appeared on TV.
How so? This is because brand recall is everything. Jingles, slogans, logos – they all play a big role in helping brands etch their names in the minds of consumers. Honeywell Noodles has enjoyed tremendous equity over the years with its catchy and memorable “Bambamlala” tune. First released around 2013, this iconic jingle captured the hearts and minds of consumers across Nigeria.
That commercial utilized the concept of the fabled Pied Piper who in his long yellow and red coat, and the notes he played on his odd little flute, drew all the rats, and later all the children, of Hamlyn town, irresistibly after him. But unlike the Pied Piper, the man in the commercial had a far better allure aside from his music and the Bambam la la lyric – he was taking them to where they would get the nourishing delicious taste of the Honeywell Noodles. Featuring happy children joining and following the man on the streets, dancing merrily, the commercial exuded an infectious joy and a sense of carefree fun.
Olden is Golden
Cut to 2024, and Honeywell Noodles makes a grand comeback after Flour Mills of Nigeria acquired the company last year. Seeking to leverage the strong brand recall of yesteryears, Flour Mills is reintroducing Honeywell with the fan-favorite Bambam la la” jingle. And this time, the song gets a contemporary remix as Honeywell gears up to connect with new audiences in an evolving marketplace.
This is a strategic move that demonstrates Flour Mills’ astute understanding of consumer behavior and trends. In recent times, podcasters like Nedu’s popular “The Honest Bunch and influencers like OAP Daddy Freeze have through their activities led to a resurgence in the craving for throwback songs – tunes that rocked the 1990s, 2000s, and 2010s. This has got Gen Zs trying to catch up and listen to artists like Eedris Abdul Kareem, Plantashun Boiz, Tony Tetuila, 2face, and Sound Sultan among others.
And Flour Mills is smartly capitalizing on this sentiment. In times marked by change and uncertainty, brands that can remind consumers of happier bygone days enjoy an automatic emotional connection. The familiar refrain of Bambam la la definitely reminds people of fond memories of carefree childhood or family bonding over steaming plates of Honeywell Noodles.
Seeking to rekindle the love for an iconic legacy brand, Flour Mills reintroduces Honeywell Noodles with an electrifying remix of the beloved Bambam la la tune. The revamped jingle sets the stage for Honeywell Noodles’ grand re-entry into Nigeria’s dynamic food marketplace. Flour Mills seeks to leverage the intrinsic brand equity and widespread public affection tied to the unforgettable song.
However, the company’s game plan shows it is not simply relying on past glory to coast along. The new commercial opts for an imaginative lyric video format, with some elements from the previous Bambam la la TVC, retaining the classic jingle and sounds but without the original visuals. Instead, like the iconic #444 TVC by telecoms giant Airtel Nigeria, the new Honeywell TVC has animated text against the backdrop of bright, vibrant colours to beautifully capture the essence of the TVC. This allows the jingle to shine without the distraction of dated visuals that may seem irrelevant to today’s audiences.
The minimalistic yet high-impact production effectively celebrates the true hero – the timeless melody that retains the power to spark joy. The adoption of lyric videos also signals Honeywell Noodles’ intent to expand its appeal among digital native consumers who heavily consume online entertainment content as well as proves that Flour Mills is attuned to contemporary trends.
The Perfect Recipe to Boost Brand Love
The well-timed reintroduction of Bambam la la promises rich dividends for Honeywell Noodles as well as parent company Flour Mills in manifold ways:
Reviving Affinity: The new TVC will rekindle the strong affinity and love consumers felt for Honeywell upon first listening to the song over a decade ago. The jingle will act as the perfect trigger to bring back fond memories and reconnect audiences to the brand.
Spurring Trial: For newly onboarded Flour Mills customers or young adults trying out Honeywell for the first time, the charming tune can build excitement and spur trial. Catchy music in ads is proven to improve memorability, and the remix will surely get stuck in people’s heads!
Engagement Booster: In addition to TV and radio, the “Bambam la la Remix” *is an engagement booster. User-generated content celebrating people’s nostalgic bond with the song will provide rich engagement.
Kid Magnet: Kids turned the Bambam la la song into a popular playground chant back in the day. The latest version will find equal love among today’s children, attracting a key demographic for the noodles brand. The whimsical lyrics and lively rhythm are still as relevant as a decade ago!
Excellence from the Home of Innovation
With its brilliant reintroduction strategy for Honeywell Noodles, Flour Mills demonstrates why it’s a leader within the Nigerian FMCG space. The company shows exemplary understanding of the role of sonic branding in crafting powerful consumer connections. Harking back to the past via the Bambam la la TVC, while keeping the messaging contemporary and on-trend, evinces the kind of insight that will give Honeywell Noodles an unassailable edge.
Again, the commercial may sport modern hues, but there’s no altering the brand’s DNA encoded in the original jingle’s catchy melody. For many Nigerians across age groups, listening to “Bambamlala” still strikes an emotional chord rooted in pleasant memories. And Flour Mills is smartly hitching the Honeywell brand wagon to this reservoir of nostalgia-fueled goodwill.
Indeed, as someone once said, “Great stories happen when a brand that cares, people eager to connect, and innovations come together.” Indeed, because it cared enough to revive an iconic asset like Bambam la la while introducing suitable innovations for modern tastes, Honeywell Noodles ticks those boxes effortlessly. The new TVC adeptly marries familiar nostalgia with contemporary zing.
As Godin suggested, intense care for consumers, the wider culture, and one’s heritage are key to businesses making an authentic impact. Honeywell manifests this spirit in full measure with a pitch-perfect TVC that respectfully nods to history while racing toward the future.
