Campbell’s Soup is preparing for the cold winter ahead, showcasing 33 new flavors of soup in its latest ad. The soup-filled spot earns the M’m M’m Good brand the title of Category Overachiever, having debuted the ad with the highest Ace Score above its Category Norm. Meanwhile, Nestle tops our list for the second week in a row, earning the highest Ace Score of the week.
Campbell’s has aired quite a few soup spots recently, drawing inspiration from the Campbell’s wise kid as well as Richard Sherman’s mother. Its latest ad though is a little simpler, just featuring the 33 new soups it’s added to its line of belly-warming bowls. Consumers awarded “Best Flavored Soup” an Ace Score of 671, which is 14.6% above the 12-month Soup norm.
While all age and gender demographics scored the ad above the category norm, “Best Flavored Soup” performed exceptionally well with women. Women ages 36-49 scored the ad the highest (726), 8% higher than the ad’s overall Ace Score.
While only 0:15 long, the ad was able to clearly convey its short, but important, message—Campbell’s has a lot of new, delicious soups you need to check out. Looking at the component chart below, we can see that the message was heard loud and clear. The ad’s Information score is nearly 17% above the 90-day norm, meaning consumers learned something from this ad. Likewise, the ad’s Change came in above 700, 11% higher than the 90-day norm for Change in the Soup category. From that metric, we can tell that surveyed consumers now know that there is something to check out from Campbell’s the next time they go grocery shopping.
The word cloud below reinforces the data of the ad’s message being focused on the new products and the delicious soup. Of the 363 optional responses consumers left for the ad, 21% mention the “new” soups, 23% mention “soups” and “Campbell’s” appeared in 11% of responses.
This ad is a perfect example of a short, yet effective commercial. The ad includes a little something for every consumer, showcasing some of the different types of soups as well as providing adequate information that is actionable for the consumer.
Watch this year’s winning Ads of the Week by Category Overachievers.
Ad of the Week: Top Ace Score
We’re thrilled to welcome Nestle back to Ad of the Week for the second week in a row. Its latest ad, “Bake Some Love,” is similar in feeling to its winning ad from last week, but it is focused on its Nestle Tollhouse Delightfulls—ooey gooey flavor-filled chocolate chips. Consumers awarded the ad the highest Ace Score of all ads to debut last week, a score of 679.
Women were particularly impressed with these tasty morsels, scoring the ad above 700, about 5% above the ad’s overall Ace Score.
“Bake Some Love” especially shined in its ability to be likeable, attention getting and ignite a sense of desire, all of which achieved component scores above 700. The ad scored particularly high in Desire compared to other Staple category ads, 13% above the 90-day norm.
The graph below reaffirms our suspicions on what was the standout feature of the ad. Forty-four percent of surveyed consumers said that the Delightfull morsels were the best thing about the ad.
This ad only scored a few points higher than Nestlé’s high scoring win from last week. Being able to consistently produce exceptional content is truly noteworthy for Nestle. While neither of its most recent ads have been overtly holiday-themed, we’re crossing our fingers and toes that something is Christmassy is still in the pipeline.
