April 30th, 2013

Ad of the Week: Hershey’s “Pure Chocolate Goodness”


Ace Metrix

Just in time for summer, Hershey’s wins Ad of the Week with their fun s’mores ad “Pure Chocolate Goodness” (Ace Score: 628). The catchy music and the ad’s exciting energy both resonated with viewers. This is the first Candies & Snacks ad to appear in the Ad of the Week this year and only the sixth :15 to win since the beginning of 2012. Only 10% of the Ad of the Week winners in the last three years have been :15s, while the majority of them (77%) are :30s. Please see the top scoring :15, :30, :60 and :60+ ads of all time.

Females 36-49 enjoyed this summer-inspired ad most, followed closely by females 21-35 – both scoring the spot more than 20% above the Candies & Snacks category norm of 550. In the image below, you can see that all gender/age groups scored the ad above norm.


The component scores Likeability, Attention, Relevance and Desire all had through the roof scores over 700, followed by a higher than average Emotional Sentiment score of 52.



Viewers responded to the family and friends depicted in the ad and many associated the creative with positive memories and feelings. One respondent wrote:



In the word cloud below, you can see words such as “good,” “love,” and “delicious” were used frequently. In fact, it is significant to note that the word “hersheys” was used in 16% of the 197 verbatim responses – a demonstration of brand identification success.

To watch this year’s winning Ads of the Week by Ace Score, click here.


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