This week’s Category Overachiever goes to Purina beating the Pet Care category norm by 15.17%, the largest gap to category norm of 136 ads to debut and be scored in the 18th week of the year. The heartwarming ‘tale’ was also fourth highest scoring ad of the group with the highest Ace Score earned by Olive Garden’s latest “Italian Duos” spot.
https://www.youtube.com/watch?v=G4kysUYrPbI
In a category that tends to get lots of “awws” for adorable puppies and kittens, Purina Pro Plan’s “Reanimating Your Dogs” excelled in communicating Information about their new Bright Mind line of food. The spot also earned an Emotional Sentiment score 6% above the Pet Care category norm by showing how well their new line of food helps to reinvigorate senior dogs.
With a :60 length for the spot, “Reanimating Your Dogs” has a very strong Attention metric as well as high Likeability. Using a real family with a senior dog helped respondents relate to the spot and the message and characters kept them interested.
Respondents, particularly dog owners, really latched onto the product’s promise of promoting alertness in older dogs. Verbatim responses from dog owners showed many consumers absorbing the Information in the spot and in fact asking for more. If there was a criticism from the respondents, its that they wanted to know which ingredients in the food were the main brain function promoters.
Olive Garden had the top ad for absolute Ace Score, with their :15 spot “Italian Duos”. The ad was primarily driven by product passion, with people licking their lips at the various meals shown. Ad Personality data shows the Desire and Relevance were the primary creative drivers for the ad. The low price point certainly helped as well!
