Press Release

July 5th, 2011

Coca-Cola’s “Shape” Ad is Top Ad of the Quarter and Coke’s Top Most Effective Ad in the Last Three Years

LOS ANGELES, Calif.—July 5, 2011–Ace Metrix™, the authority in television advertising effectiveness, today announced the Ace Metrix Quarterly Top 10 national ads  for the second quarter ending June 30, 2011.  This quarter, ads featuring new products and packaging rose to the top.  Leading the list was Coca-Cola’s “Shape” spot that featured its new bottle design.  The ad, which was Coke’s highest scoring ad of the last three years and the second-highest scoring ad out of more than 500 beverage ads in the Ace Metrix database, received an Ace Score™ of 670 compared to the Beverage category norm of 551.

“Coca Cola’s ‘Shape’ spot shows how great creative makes a product launch more effective,” commented Peter Daboll, chief executive of Ace Metrix.  “The ad had the highest attention and likeability scores among the top ten ads and did particularly well with younger demographics.”

According to one Female, aged 21-35, “I love this ad; it was so cute, and it brought me back to when I was kid and I used to get the small glass bottles. I also like how Coke is eco-friendly.”

Top 10 Most Effective Ads of Q2 2011*

Brand Ad Title Air Date Overall Ace Score
Coca-Cola Shape 6/15/2011 670
Oreos Family Enjoys Oreo Fudge Cremes 4/11/2011 662
Google Dear Sophie 5/3/2011 661
Subway Greasy Fast Foods 4/17/2011 655
M&Ms Surprise Gift 4/18/2011 651
Microsoft Windows 7 A Blast of a Deal 5/23/2011 651
Magnum Ice Cream Rachel Bilson Runs Across Car Roofs 4/25/2011 648
Wendy’s People Stand in Carton and Try Fries 4/1/2011 648
Orville Redenbacher Criss Angel: Popcorn Magic 4/22/2011 640
Apple iPad 2 It Becomes Delightful, Even Magical 4/2/2011 640

*Definition:  Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. Respondents are randomly selected and representative of the U.S. TV viewing audience.  The results are presented on a scale of 0-950, which represents scoring on creative attributes such as relevance, persuasion, watchability, information, attention, etc. Based on Ace Metrix data collected from January 2009.

Top 10 Least Effective Ads of Q2 2011*

Brand Ad Title Air Date Overall Ace Score
Geico Metal Briefcase 5/31/2011 302
Jeremiah Weed Randy is One of Six Men 4/14/2011 309
Geico The Hallway Briefcase Grab 6/16/2011 330
Credit Suisse Helping Roger Relax 5/18/2011 331
Malibu Black Flavored Rum This is the Midnight Hype 5/17/2011 333
Jeremiah Weed Who Needs a Fork 4/8/2011 347
Geico Fifteen is All You Need to Know 5/3/2011 348
Lucky U IPA Seven Druple Hopped 5/10/2011 350
Modelo Especial Men Watch Game Inside Beer Cooler 6/20/2011 352
Ketel One Vodka Inspired by 300 Years of Tradition 5/16/2011 356

*Definition:  Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. Respondents are randomly selected and representative of the U.S. TV viewing audience.  The results are presented on a scale of 0-950, which represents scoring on creative attributes such as relevance, persuasion, watchability, information, attention, etc.

Note: The measure of ad effectiveness is a more robust measure than mere popularity and takes into account such criteria as an ad’s watchability, likeability, relevance, information, persuasiveness, ability to alter opinion, and ability to create desire.

New Products and Features

The second quarter top ten list was dominated by new products and packaging enhancements across several different categories.  Oreo launched its Fudge Creme line extension with a new spot featuring a family’s “indescribably good” reaction to the new cookie.

“Oreo’s ad made you want the cookie – it scored the highest Desire score out of all of the top ten ads,” commented Daboll.

Other product launch and packaging enhancement ads include Google’s Chrome browser, Subway’s new salads, M&M’s “design your own M&Ms,” Magnum Ice Creams’ U.S. market launch, Wendy’s new sea salt French fries, Orville Redenbacher’s new popcorn bag, and the iPad 2.

The third highest-scoring ad, Google’s “Dear Sophie,” narrates a little girl’s life through the eyes of her father using a Gmail “diary” that demonstrates the capabilities of Google Chrome.

“Google’s ‘Dear Sophie’ ad tells a compelling story that the audience clearly relates to; the ad achieved the highest Relevance, Change, and Information scores among all of the top ten ads,” Daboll said.

Said best by one 21-35 year old female about the “Dear Sophie” ad: “I am a huge fan of Google and Gmail. I haven’t really had the chance to explore Chrome, but I just might give it a chance having seen this commercial. It was so sweet!”

About Ace Metrix
Ace Metrix is the industry authority in measuring and understanding the impact of advertising creative. Through patent-pending Ace Score™ measurement technology, Ace Metrix collects and measures the consumer impact of every nationally breaking TV ad in near real-time. Through its Creative Lifecycle Management™ suite of products, Ace Metrix provides actionable creative analysis, from ideation through real-time in-market performance optimization, to many of the world’s leading advertisers and agencies.   Ace Metrix works with leading global advertisers.

For more information, visit www.acemetrix.com
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Note: Ace Metrix, Ace Metrix Live, Ace Metrix Mobile, Creative Lifecycle Management, and Ace Score are trademarks of Ace Metrix. Other trademarks are property of their respective owners.

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