In 1957, cabaret singer Wim Sonneveld on Radio Luxembourg sung the company's first jingle "ome Daan the Si-Si-liaan".
ɪn nˈaɪntiːnhˈʌndɹɪd fˈɪfti sˈɛvən, kˈæbɚɹˌeɪ sˈɪŋɚ wˈɪm sˈɑːnɪvˌɛld ˌɔn ɹˈeɪdɪˌoʊ lˈʌksəmbˌɜːɡ sˈʌŋ ðə kˈʌmpəniz fˈɜːst dʒˈɪŋɡəl "ˈoʊm dˈɑːn ðə sˈiːsˈiːlˈaɪəən".