October 23rd, 2014

Consumers Still Have Room for J-E-L-L-O

Author

Ace Metrix

 

The Jell-O brand has been producing its iconic desserts for over a century now.  Mostly known for its fruit gelatins and puddings, Jell-O has become the common name for all gelatin desserts in the United States and Canada. After 60 years of popularity, in the early ‘70s, the brand began to decline and famous comedian Bill Cosby was hired to be the new spokesperson for Jell-O Pudding, later becoming the spokesperson for Jell-O Jigglers as well. Cosby and Jell-O have been connected for 40 years now, and this ad is a testament to his assistance in bringing the brand back to life.

After testing the ad with 500+ of today’s consumers, the classic ad received an impressive score of 639, which is 10% above the brand’s current 90-day norm. Notably, this Jell-O ad also scored 15% above the brand’s Information 90-day norm, which is in contrast to past Throwback Thursday ads and recent Jell-O ads.

Recent Jell-O ads have received lower-than-expected Emotional Sentiment scores, which seems counter intuitive to a timeless family friendly dessert. This throwback Bill Cosby pudding ad scored 20 points higher than the brand’s current norm for Emotional Sentiment, an increase of 45%.

Sixty-five percent of today’s consumers believe that this old commercial still represents the brand “extremely well” and 29% think it still represents the brand “somewhat” well. All-in-all, 94% of surveyed consumers consider this ad to be a favorable representation of the brand as it is seen today.

Now, over three decades since its original airing, Moms still remember to make Jell-O dessert for their children today. Fifty-two percent of consumers who viewed the vintage ad said that they have purchased or used Jell-O brands in the past. With emotional advertising like this vintage ad with Bill Cosby, Jell-O will continue selling for another century.

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