Cubery, a consultancy specialising in creative effectiveness, has conducted a nationwide survey to identify Australia’s 12 most iconic childhood advertisements.

The results revealed that Vegemite’s ‘Happy Little Vegemites’ campaign from 1954 was the most iconic advertisement, particularly resonating with Baby Boomers and Generation X.

Bega Group, General Manager of Brand & Innovation at Bega Group, Matt Gray said, “Vegemite is the nation’s not-so-secret weapon. From brekkie to bold ideas, it has been making Aussies mitey for generations. Thanks to the legends who voted for ‘Happy Little Vegemites’. We’re proud to be part of your memories and sitting at your table each day.”

In second place was the Reading and Writing Hotline campaign, which struck a chord with Generation Z. This was followed by the Yellow Pages’ ‘Not Happy Jan’ advertisement from 2000, which was particularly memorable for Millennials. These ads, along with others in the Top 12, shared common elements that contributed to their memorability, such as music and jingles.

Cubery Senior Consultant Wil Logan noted the significance of music in these advertisements. “The most notable element on the list was music, with a big chunk of the Top 12 using jingles to make the brand stick in a way that was impossible for people to forget,” Logan stated.

He added, “Brands like Yellow Pages, RACQ, and Paul’s Milk all took advantage of this strategy in an effort to not only draw people in emotionally, but also keep the brand central to the punchline.”

The survey also highlighted the role of Australian humour and beloved characters in the long-term impact of these advertisements. Logan explained, “Some ads fade the moment they go off air. But for others, sometimes decades later, they’re still being quoted around the barbecue or have elements that just won’t escape our heads.”

Logan concluded, “The lessons for advertisers are clear. From the ads we grew up with to today’s AI-powered spectacles, the core pillars of effective advertising haven’t changed one little bit. Even as technology continues to rapidly evolve, the fundamentals endure: breaking conventions, sparking intense emotions, and keeping the brand at the forefront.”