Sargento earned top honors this week with an ad touting their new Balanced Breaks product that combines their cheese with fruit and nuts. “Trio of Goodness” outscored all other ads for the week with its 669 overall Ace Score.
Sargento was an all-around winner in terms of component measures, but the ad’s creative power came primarily from its ability to entice consumers with a yummy product and a nice dose of information. It doesn’t hurt that Balanced Breaks are a newcomer in the snack category, with many people, particularly women, taking notice of the innovation factor.
Not surprisingly, respondents viewed the Product as the single best thing about the ad, with Sargento brand coming in a distant second. Convenience and taste are certainly of interest when it comes to snack foods!
Sargento succeeded in getting multiple messages about the product through to consumers. The “trio” theme of the spot really resonated with respondents, with many mentioning that detail in their verbatim responses. Seven percent of verbatim responses included the word “healthy” with that aspect being a very appealing trait of the product. Another key for Sargento’s success? Their first mover status- eleven percent of respondents mentioned “new” in their responses.
If there was one thing respondents could do without it was the inclusion of the Sargento owners at the end of the spot. Several respondents mentioned that the two men did not fit the upbeat, fun vibe of the spot and did not add anything that wasn’t already covered.
If you ask us, the only thing missing from this product is an attached bottle of wine to up the convenience factor!
Google knows how to make ads feel relevant, and why wouldn’t they since their brand name has become so ubiquitous it spans multiple parts of speech! In their spot “Keep Questioning”
They not only appealed to the rational side of consumers’ minds, but the emotional as well, the ad score a 62 on our Emotional Sentiment index, 15% above the category norm.
Not only did consumers feel like they could easily relate to the spot, they learned some things too! Google showed off its ability to identify songs, give directions, answer questions via voice and more, and respondents loved the cool factor of all those abilities.
Google points out that a question can take you anywhere, so I leave you with this: Since when do kids get an average of $3.70 per tooth from the tooth fairy?? I sure lost my teeth in the wrong era.
