A humorous commercial from Snickers ranked #1 as the most effective ad for the first quarter of 2011 in a survey by Ace Metrix. The study results came from a survey of 500 consumers that represent the television viewing audience. Humor is almost always popular in advertising, and the Snickers commercial created by BBDO is a perfect example of how even offbeat humor can drive positive results. The survey asked respondents to identify how much they liked the commercials presented as well as how much they want the product or service being advertised.
You can watch the top-ranking commercial from Snickers, called “Focus Group,” below. It features sharks and flips the tables on traditional market research focus groups. What’s not to like?
The commercial is featured in the Snickers YouTube channel along with many other humorous Snickers commercials. The Snickers brand has been using humor in its advertising for a long time, and it still works. Spots are always fresh rather than cliche. For example, Snickers commercials have featured celebrities like Betty White, Aretha Franklin, Liza Minelli, and Rosanne Barr. While you might think such use would be incredibly cliche, the Snickers campaign used these celebrities in a surprisingly innovative way. Check out the spot with Rosanne Barr and Richard Lewis below to see for yourself.
In fact, if you visit the Snickers YouTube channel, the entire content concept is based on humor. This is a brand that understands what it is — candy. It doesn’t take itself too seriously and isn’t afraid to think creatively to consistently build that brand image.
To date, Snickers has avoided pushing the envelope of tasteful humor too far. In other words, the use of humor in Snickers commercials follows the three primary steps of brand-building: consistency, persistence, and restraint. It’s a great brand to research and watch to learn how to build and maintain a brand image throughout its lifecycle.
What do you think? Leave a comment and share your thoughts.
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