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Coke 'Shape' Ad Leads Q2 Ace Effectiveness Scores

Coke-Shape

Coca-Cola's "Shape" ad, spotlighting its new bottle design, led Ace Metrix's effectiveness rankings for national advertisers in this year's second quarter.

The ad, which pulled a 670 Ace score compared to the beverage category's norm of 551, was also Coke's highest-scoring ad in the past three years. It had the highest attention and likeability subscores among the quarter's top 10 ads, and performed particularly well among younger demographics, according to Ace Metrix CEO Peter Daboll.

The Ace Score measures ads' creative effectiveness based on reactions from a representative sample of the U.S. television viewing audience. Attributes such as "likeability," attention, "watchability," persuasion and relevance are measured to arrive at the overall Ace Score.

Spots featuring new or relatively new products and packaging dominated the quarter's top 10 list.

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Oreo's' commercial showing members of a family astounded by the "indescribably good" taste of the brand's new Fudge Cream line extension grabbed the #2 ranking (662 score), and pulled the highest desire score among the top 10.

Others in the top 10: Google's "Dear Sophie" ad for its Chrome browser (#3, 661); Subway's new salads versus greasy fast foods (#4, 655); M&M's' "design your own M&Ms" (#5, 651); Microsoft's "Blast of a Deal" ad for Windows 7 (#6, 651); Magnum Ice Cream's Rachel Bilson ad for its U.S. market launch (#7, 648); Wendy's' "people stand in carton" ad for its new fries (#8, 648); Orville Redenbacher's Criss Angel ad for its Pop Up Bowl (#9, 640); and Apple's "delightful, even magical" ad for iPad 2 (#10, 640).

The quarter's top 10 least effective ads: GEICO's "metal briefcase" (302); Jeremiah Weed's "Randy is one of six men" (309); GEICO's "hallway briefcase grab" (330); Credit Suisse's "helping Roger relax" (331); Malibu Black's "this is the midnight hype" (333); Jeremiah Weed's "who needs a fork" (347); GEICO's "15 is all you need to know" (348); Lucky U IPA's "seven-druple hopped" (350); Modelo Especial's "men watch game inside beer cooler" (352) and Ketel One Vodka's "inspired by 300 years of tradition" (356).

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