How many times have you been halfway through your day and suddenly a random commercial jingle pops into your head? (Or in my case “Pink Pony Club” by Chappell Roan.) You didn’t ask for it. You didn’t want it. But there it is, living rent-free in your brain.

Why does this happen? Well, it’s not a mystery. It’s marketing.

For the past six years, we’ve been working with the Michigan Fitness Foundation on their “Healthy Choices Catch On” campaign. You’ve probably seen the billboards and bus wraps around town. Back in the day, we worked with the client team to conceptualize a tagline that was short, sweet, and got the point across. After A/B testing across a few mediums, the go-to messaging was “Show them the way: Go out and play” and “Show them the way: Eat fruits and veggies every day.” Direct. No frills. A bit of a rhyme. And bonus: It was catchy enough that parents would remember it when they were looking at their kid on their fifth straight hour of screen time.

But here’s the thing — this campaign wasn’t just a one-hit wonder. Oh no. We’re grateful to have worked with a client team that fully understands, inside and out, the value of repetitive messaging in marketing. (Shoutout to Mary McGuire at Michigan Fitness Foundation, who is basically the queen of “Let’s use science to make people remember things.” She knows what’s up.) Because of this, the same, succinct messaging was everywhere. Billboards, bus wraps, social media — you name it, this campaign put “Show them the way” on it. Why? Because of something us marketing people like to call the Rule of Seven. It’s the idea that people need to see a message at least seven times before it sticks, and they actually take action. Repeated exposure breaks through the noise, builds trust and familiarity, and increases the chances of audience conversion.

So, this campaign leaned into that. We didn’t just throw “Show them the way” at people once and hope for the best. We showed it to them again, and again, and again — like the marketing version of a summer bop. To avoid repeating the same message all year and leaving it to fade into the background, this campaign included seasonal phases. Three of them, to be exact. Custom photography for a summer version (think: kites and soccer), a harvest version (cue the pumpkins), and a winter version (sledding, anyone?). Different vibes, same message. Repetition doesn’t have to be boring. You can keep saying the same thing, but if you say it in new and exciting ways, it keeps people engaged.

“Show them the way” became familiar. And familiarity builds trust. It’s like running into an old friend at the grocery store. That’s what we wanted for this campaign. Not just recognition, but a relationship.

The takeaway: If you think saying something once is enough, think again. Repetition isn’t just important — it’s essential. But it doesn’t have to be the same-old, same-old. Mix it up, keep it fun, and by the end of it, your message will be the thing that people can’t stop thinking about — whether they like it or not.

So, the next time you think your message is getting repetitive, say it a few more times. It might just be getting good.