AdAge
Natalie Zmuda, AdAge
(Or at Least in a Bikini)
Blondes may or may not have more fun, but at least in the case of Beyonce, blonde
makes for a more popular ad.
Last week H&M rolled out two ads [below] featuring the pop star. In one, her hair is
blond and she’s wearing a swimsuit, in the other it’s brunette and she’s wearing a
revealing dress. Both ads feature the same song and similar dance routines.
The ad featuring Beyonce as a blonde scored significantly better with consumers, and
16% of consumers mentioned the singer by name, according to research from
AceMetrix.
In contrast, in the ad featuring Beyonce as a brunette, attention scores were lower and only 7% of consumers referenced the singer by name. Of course, it could be that the Beyonce in a bikini outperforms Beyonce in a wet, clinging dress. Beyonce also appeared as a blonde in an ad for Pepsi recently. But whereas the H&M ads appealed to both women and men, the Pepsi ad generally scored better with women, according to AceMetrix, leaving men unimpressed.
Read the original article on AdAge.
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