May 20th, 2014

Band-Aid and Kohler Debut New Products that Prove to be Big Winners

Author

Ace Metrix

 

Crafting a 0:15 or 0:30 spot to introduce a new product to consumers is no easy feat. Successful new product ads often demand high amounts of information while still delivering on attention and likability. Exceptional ads for new products also come with a high desire score. No easy task. Still, here in week 20, two brands deliver the goods with their product introductions.  Band-Aid came in as our Category Overachiever while Kohler hit (or rather, touched) the high score jackpot.   

Ad of the Week: Category Overachiever

Band-Aid is now a seasoned Category Overachiever, having won the title just six weeks ago. Its latest ad, “Their Most Stretchable Sheer Bandage,” entered our database with an exceptional score of 662, 42% above the 12-month norm for Other Personal Care. Not only does this new spot feature the tune and partial lyrics of the Band-Aid jingle, but it also introduces its new stretchable sheer bandages.

Parents with children at home rated the Band-Aid ad 20% higher than consumers with grown children or no children.

The word cloud below, however, shows that Band-Aids aren’t just for kids. Consumers with no children actually used the words “cute” and “kids” to describe the ad more frequently than consumers with kids at home.

The components chart below reveals that Band-Aid’s ad was not only 13% more informational, but also made the product 25% more desirable than ads for other products in the category.

It is worth noting that while the ad does skew slightly younger (9% higher than the lowest scoring demographic), it skews even more female (15% higher than what males scored the ad). This means that Band-Aid can look at a diverse set of media buys, including female-targeted programming as well as younger audience-targeted programming.

Watch this year’s winning Ads of the Week by Category Overachievers.

Ad of the Week: Top Ace Score

When it comes to toilets, no one really wants to touch them. Kohler’s new ad, “Touch, Don’t Touch,” introduces its new touchless flushing toilet. The ad scored a 716, the highest Ace Score of any ad to debut last week.

After watching “Touch, Don’t Touch,” women scored the ad about 15% higher than what men scored it, on average. What is interesting is the behavior of Males 50+.  We don’t often see them leading the scoring among men, yet here they are, topping 700 as a group.

Kohler’s ad not only imparted 16% more Information than the typical Appliances spot, but it also had an exceptionally high Change score. With the Change score 15% above the Appliances three-month norm, we can infer that consumers feel like this new toilet and the Kohler brand are headed in a new direction.

It wasn’t just the different creative approach that drew consumers into the 0:30 spot, but the product itself made consumers curious.

Kohler definitely shouldn’t be flushing this ad anytime soon. Given how well this ad performed, we can’t help but wonder how a 0:15-cut would compare. Only time will tell if Kohler decides to test out a shorter version, but it might not be a bad idea given how easily consumers seemed to grasp the concept of this ad.

Watch this year’s winning Ads of the Week by Ace Score.

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