In its annual report, Ace Metrix found Lay’s generated a storm of interest thanks to its TV ads predominantly centered on flavors.
Ace Metrix polled 700,000 consumers, collating 3.5 million responses in total, to measure the effectiveness of TV ads on six attributes – persuasion, likeability, information, attention, change, relevance, desire and watchability. Using more than 500 responses and qualitative written responses – chosen to be demographically balanced for age, gender and income – Ace Metrix measured the impact of individual ads throughout the year.
Lay’s won on ‘desire’ across all seven of its 2014 TV ads, with an effectiveness score 11% above the category average. Its ‘Bold Authentic Flavors’ ad that explained the process of making Lay’s Kettle barbeque chips was the most engaging, Ace Metrix found. The next most-effective ads related to its ‘Do Us A Flavor’ campaign.
Gloria Consola, vice president of corporate marketing at Ace Metrix, said Lay’s managed to beat off strong competition from the candy arena.
“While the popularity of the Lay’s brand is undeniable, its competition – Snickers, M&Ms, Hershey’s, Cheetos, etc – is equally as popular and well-known in the snack world. Lay’s was able to exceed for its ability to drive high ‘desire’ scores across each of its seven ads throughout 2014,” Consola told BakeryandSnacks.com.
A tasty product…
“…Consumers routinely indicate that the ad’s product is the best thing about Lay’s ads,” she said.
According to Ace Metrix findings, viewers said the TV ads made them hungry and that the product was presented in a highly appealing manner. Lay’s had used a mixture of different products, messages and story lines to do so, it said.
General Mills won TV ‘brand of the year’ in US packaged foods with its ads for Cheerios.