Heinz earns the highest scoring ad of the week with a new companion to the brand’s ubiquitous Ketchup, while Jack Daniel’s outperforms the 12-month norm for the Liquor category even against a general population sample with their sassy “Tennessee Fire.”
Heinz comedic ad featured the “Ketchup and Mustard Couple” at a party where Ketchup runs into a jealous ex-girlfriend (probably of French heritage). Heinz’ new girl, Mustard, just has better taste. The ad scored an impressive 657, 13.7 percent above current category norm. The ad did exceptionally well in Attention and Change scoring a 725 and 679, respectively.
Women aged 36-49 gave the ad the highest Ace Score of 697, followed by women aged 50+ (676) and men aged 36-49 (675). Unsurprisingly, consumers said the best thing that about the ad was the characters (24%) followed closely by the product itself (21%). Of the 362 optional verbatim comments left, 23 percent called the ad “funny” and 21 percent mentioned “mustard” while 12 percent mentioned Heinz by name – pretty good results for a challenger brand.
Jack Daniel’s “Tennessee Fire” introduces whiskey lovers (and non-whiskey drinkers!) to a whole new experience. Our general population sample awarded the ad a 576, 19.73 percent above the 12-month Liquor norm. And among spirit drinkers surveyed (more than 300), the ad earned a 692!
Here’s what just a few of the Spirit drinkers had to say:
The strong visuals are eye catching, move the story along and keep viewer attention, helping to boost characteristics necessary to breakthrough any TV clutter.
Among Spirit drinkers, the ad performed best with men 36-49 and 21-35 (Ace Score 639, 629 respectively), but also found an eager audience with women 21-35; but in fact, all gender/age breaks scored the ad well above norm. At the same time, the ad effectively provides product information and creatively introduces a flavor. The stimulating visuals help to increase desire for the product.
Watch this year’s winning Ads of the Week by Category Overachievers.
