November 01, 2021

True Top 10 (October 2021)

One new campaign broke into the top 10 last month, and one older campaign returned just in time for the holidays.

Here is your True Top 10 for October 2021:

  1. Copper Fit Never Lost Mask
  2.  
  3. MicroTouch Titanium Trim
  4.  
  5. MicroTouch Titanium Max
  6.  
  7. Granitestone Blue
  8.  
  9. Copper Fit Ice Knee Sleeves
  10.  
  11. MicroTouch Solo Titanium
  12.  
  13. ID Police
  14.  
  15. Bell+Howell Bionic Spotlight
  16.  
  17. Star Belly Dream Lites
  18.  
  19. Bell+Howell Bionic Floodlight

The new campaign is Telebrands' ID Police, which has been steadily climbing the charts.

The older campaign is Ontel's Star Belly Dream Lites. It first became a hit in August 2020, peaking at No. 5 that September and remaining a weekly chart-topper throughout the fourth quarter. It started charting again this September and is now one of the top campaigns going into the end of the year once again.

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Source: AdSphere™ brand rankings for the last media month.
Visit DRMetrix for more information.

October 20, 2021

Consumers React to 'As Bean on TV'


After I posted about Melissa Joan Hart's "As Bean on TV" commercial, Joseph Gray sent me some consumer research his new colleagues at iSpot.tv had conducted.

Some further background on the three-minute creative: Apparently it was created for National Coffee Day (9/29) and had one big airing on ABC during the reality show Bachelor in Paradise. iSpot estimates the airing cost $250,000 and generated approximately three million impressions.

Peter Daboll, former Ace Metrix CEO and now head of iSpot.tv Strategy & Insights, said that "given the unconventional and quirky approach," he wanted to examine what viewers thought of the ad. His team "maintains a database of 100,000+ television and digital ads across all categories (since 2010) with a nationally representative sample of at least 500 unique U.S. viewers of each ad," he explained. As a result, they can get "both quantitative and qualitative results across a wide array of demographic and consumer targets within 24-48 hours."

An example of the kind of finding they generate is the graphic above. It shows that "when asked to name the Single Best Thing about the creative, viewers mentioned the characters/celebrity (Ms. Joan Hart) at a disproportionate rate," according to the report.

Interesting stuff, but I was more curious about reactions to the 'DRTV parody' aspect of the creative. Digging into the report, I noticed that of the 25 or so representative comments included in the analysis, about one-third expressed the main reason Claude Hopkins still has a point:

  • “This was hilarious. I'd buy all three if it were a real infomercial. The characters played their parts incredibly well and the jokes were funny and the story was well paced.” - Female 21-35
  •  
  • “I'm guessing you can actually order all 3 coffees. I'm going to have to check on this...” - Female 36-49
  •  
  • “It was a good commercial but I didn't know what was real, what was the truth.” - Male 50+
  •  
  • “I didn't get if they were being serious about all the other things coffee can be used for [or] if it was a joke.” - Female 21-35
  •  
  • “I was intrigued by some of the uses for coffee grounds and wondered if they were real or not.” - Female 50+
  •  
  • “It was funny. I like Melissa. But was it a real ad or a joke? Who would want to buy coffee that removes tough things off pans?” - Female 36-49
  •  
  • “I was completely lost. Was this a spoof on commercials? Was this a real commercial? What was actually being advertised?” - Female 36-49

In summary: "Key consumer reactions focused on whether the parody was real or not," Peter said.

OK, so maybe getting people to order wasn't the real goal. Perhaps the advertiser felt that any direct sales would be gravy, and the real point was to get in front of three million consumers and remind them about these coffee brands. 

When it comes to achieving such goals, one of the key challenges is to cut through the clutter. A funny commercial six times longer than the standard commercial — one that also happens to feature a likable celebrity — seems like a good way to pull that off. In other words, people may not buy from clowns, but maybe they will remember the clowns and their funny props (in this case, the coffee)? 

"It was certainly an unconventional, if not risky, move to run such an ad in prime time," Peter agreed. "It was a highly polarizing ad, meaning it had its lovers and haters, with few in the middle. But certainly, it scored above norm in attention and information content."

Does that mean this approach was ultimately effective? To answer that question, consumer-research types use various "brand recall" metrics. As the name indicates, this is when you ask viewers to recall the name of the brand in the commercial they just saw. "Aided awareness" uses a multiple-choice question where the brand name is one of the choices. "Unaided awareness" uses a harder, fill-in-the-blank question. Peter's report included information about the latter.

"While not a conventional coffee/tea ad, the three-minute spot spurred positive intent among 46% of gen pop viewers," Peter reported. "Brand recall was, however, low even for Maxwell House at under 60% (the subject of a good portion of the ad). Unaided recall of Gevalia and Ethical Bean was negligible (fewer than a handful)."

October 18, 2021

Noteworthy: As Bean on TV


Description:
Maxwell House, Gevalia & Ethical Bean coffee
Pitch: "Yes, we really did this"
Offer: $19.99 for all three
Bonus: Free shipping
Starring: Melissa Joan Hart
Marketer: The Kraftz Heinz Company
Visit Website

Testing the "people don't buy from clowns" theory, this three-minute commercial parodies our industry at the same time it tries to use its techniques to sell a real offer.

I supposed it could work as reminder advertising for the first two brands and awareness advertising for the third brand (at least, I'm not familiar with it). But if the idea is to get a feasible ROI...I wouldn't hold my breath.

As for Ms. Hart, she's quite lovely, and I like her comedic timing. The writing for this creative is also clever and fun. Indeed, the whole "skit" reminds me of what Ryan Renolds is doing so well with advertising right now.

October 15, 2021

New & True: ID Police

Description: An identity-protecting ink roller
Pitch: "Just roll it on and your information is gone"
Offer: As low as $9.99
Bonus: Free shipping on multiples
Marketer: Telebrands
Producer: Kerrmercials
Rank: No. 9*
Visit Website

This is a new twist on Old Gold. The first hit in this category was SAS Group's Black Out, which was No. 50 on the 2011 JW Annual.

Telebrands has had repeat success with the "Police" brand. Back in March, Grease Police hit No. 9 on the True Top 10.

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* Source: DRMetrix Weekly Rankings, Media Week #41

New & True: Ruby Sliders

Description: Chair leg covers
Pitch: "Protect your floors, prevent scratching and slide with ease"
Offer: As low as 99 cents each
Bonus: Free shipping
Marketer: Telebrands
Producer: Cole
Rank: No. 15*
Visit Website

This is a new twist on Old Gold. It is similar to Ontel's Furniture Feet, which was a 2015 True Top Spender.

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* Source: DRMetrix Weekly Rankings, Media Week #41