April 15th, 2014

Twisted Tea and Olive Garden Squeeze High Scores Into This Week’s Ads of the Week

Author

Ace Metrix

 

After a winter of polar vortexes and frigid temperatures, Americans are ready for a little sunshine; and Twisted Tea is ready to bring it. Twisted Tea’s newest ad is able to outshine in many components where its competitors fall short. Meanwhile, Olive Garden also debuted a stand-out ad last week. Its Buy One, Take One promotion has consumers thrilled about two nights of Italian for the price of one.

Ad of the Week: Category Overachiever

Twisted Tea is able to pack a pool-full of information and refreshing images in its 15-second spot. With an Ace Score just shy of 600, “Best Time” was the highest rated ad compared to its category average, scoring 26% above the Liquor category 12-month norm.

“Best Time” performed best with a younger audience. Consumers 21-34 years old awarded the ad an Ace Score of 630, which is about 10% higher than the scores from 35-49-year-olds and consumers age 50+.

The components chart below shows how Twisted Tea was able to capture the Category Overachiever title for the week. Its ad exceeded its competition’s advertising in terms of Information, Relevance and Desire—an impressive feat for such a short amount of time.

From another angle, we can get an even better idea for what demographic group Twisted Tea should consider when planning its media buys. From the graph below, it is clear that women with an income of $40K+ were most interested in the ad.

In fact, popping the cap of the verbatims, we can see why:

Many women mentioned that they really wanted to try Twisted Tea after viewing the ad. Many others also wrote that the ad and drink reminded them of summer.

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

Ad of the Week: Top Ace Score

Olive Garden’s latest delectable spot, “Entrée For Later,” entered our Ace LIVE platform with an Ace Score of 700, creaming the other 107 ads to enter our database last week. Promotions can often increase the score of an ad, and Olive Garden’s Buy One, Take One deal frequently posts high marks. 

Skewing slightly older, women are particularly ready for some salad and breadsticks, scoring the ad 8% higher than what men scored it.

The components spread is impressively consistent with every component, aside from Relevance, rising above the coveted 700 mark. Information and Change are noteworthy standouts with an Information score 15% above the norm and a Change score 13% above the norm.

It seems as if consumers can spot an Olive Garden ad from a mile away, with 13% of survey respondents mentioning “Olive Garden” in their optional verbatim responses. Another 9% of responses mention the word “deal” and another 7% mention the “buy one, take one” promotion specifically.

While it seems as if restaurant brands have been taking turns for highest scoring Ad of the Week, it is worth remembering that not all high scoring ads are restaurant ads. Coming in second this week is the highest scoring QSR brand in the 2013 BLACKBOOK, Baskin-Robbins, which debuted “Endless Variety” with an Ace Score of 699.

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

 

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