An example of how not to mix brands and music. In both examples, The Cotton Growers (a heavily, $2B subsidized industry in the U.S.) hired Colby Caillat and Leona Lewis to sing jingles about Cotton.

What a waste of talent, opportunity and potential attraction to the brand/commodity. Not only is it contrived, the myopic brand centred egotism of those who put these spots together is seriously out of sync with reality. Who the hell wants to sing about cotton, let alone put it on their playlist and share it with friends? Dumb.

And a moderately, self-serving example of what did work.

In the above example, an unknown singer was used to sing an originally written song for the commercial. The full length song was picked up and distributed by Universal Music and a year later is still being played on top 40 radio across Canada. A poster from the campaign is featured in the movie “Scott Pilgrim versus the world.” Credit Canada more than achieved all of their marketing objectives. The unpaid, free media spread certainly helped. Everywhere the song went the brand went along with it.

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