Johnson & Johnson’s classic Band-Aid brand debuted a new ad last week featuring its catchy jingle. While its focus is on kids singing the “Stuck On Me” jingle, it seems adults couldn’t help but hum along. Outback also debuted a real high-scoring crowd-pleaser, leaving many consumers hungry from some steak and a good deal.
Whether you are 5 or 50 years old, you likely know the Band-Aid jingle—“I am stuck on Band-Aid brand ‘cause Band-Aid’s stuck on me!” “Stuck On My Jingle Contest” entered our database with an Ace Score of 599, which is 35% above the Other Personal Care 12-month category norm. While over the last few days this ad has aired mostly during kids’ programming, the data suggest that this ad could easily run in a lot of other places as well.
Consumers of all ages and genders appreciated Band-Aid’s tune; however, women were particularly won over by the kids’ adorable song-and-dance. Women, on average, scored the ad 10% higher than what men scored the ad. Similarly, parents with children at home (likely with lots and lots of Band-Aids around the house as well) rated the ad 20% higher than consumers without children in the home.
Although a select few (4%) described the ad as “annoying,” a majority of consumers aligned more with the sentiment of the ad being “cute” (24%).
In fact, using the 359 optional verbatim responses left for this ad, the Emotional Sentiment Index is extremely high at 65—perhaps that’s not too surprising given Band-Aid’s long held and strong branding.
No matter whom Band-Aid intended this commercial to be for, the ad works for adults, especially if they have kids of their own.
Watch this year’s winning Ads of the Week by Category Overachievers.
Coming out on top this week is an ad from the restaurant Down Under. Outback debuted “Flavor Of Fire” on April 2nd, and a few days later it entered our database with an Ace Score of 679. While the spot is only 15 seconds long, that’s all it took to get consumers fired up about its 3-course dinner for $11.99.
Although all age/gender demographics rated the ad above the Restaurants category norm, consumers ages 36-49 were particularly excited for Outback’s meal deal, scoring the ad above 700, on average.
Scores above 700 continued in the components of Likability, Attention and Desire. “Flavor Of Fire” was able to touch on the promotion and mouthwatering food while maintaining the classic Aussie branding Outback ads have.
From the voiceover’s Australian accent to the delicious shots of food, Outback’s ad seemed to entrance consumers. Twelve percent of survey respondents who left an optional comment even mentioned that this ad made them “hungry.” Another 8% took note of the “deal” and 20% talked about the “food” specifically.
Outback also aired a 30-second version of “Flavor Of Fire” that scored only a few points below the shorter cut. As we noted in our BLACKBOOK Category Snapshot of Casual Dining, we’re not too surprised that the 0:15 scored so closely to the 0:30 version. The impact of Desire and Relevance can be imparted very quickly in an ad, and Casual Dining has generally found the sweet spot. Register to access the BLACKBOOK for a full review of Casual Dining advertising in 2013.
Watch this year’s winning Ads of the Week by Ace Score.
