Mountain View, CA — The Hershey Co.’s television advertising campaign for its Reese’s brand is Ace Metrix’s Brand of The Year in the Candies & Snacks category, according to the analytics firm.
Reese’s won for its Instagram-friendly 15-second spots. “The ads were incredibly simple but ridiculously clever,” Jonathan Symonds, executive vice-president of marketing at Ace Metrix. Symonds explains that Brand of the Year Award winners earned the highest average score within their respective category on the basis of their entire portfolio of TV advertisements in 2013. Reese’s was selected from more than 200 entries by 71 brands in the category, with an average Ace Score of 571 points, eight percent above the category norm.
Ace Metrix reports Reese’s had five of the top 10 highest-scoring ads in the Candies & Snacks category. Its most effective spot, scoring 617 points, was “He’s Making a List.” To view the commercial, go to youtube.com/watch?v=7oYAb-tx9jk
More than 750 brands competed for 20 category titles from more than 5,000 creative efforts, and every TV ad airing nationally is scored according to six criteria influencing consumer behavior: desire, relevance, information, attention, change and likeability. In addition, persuasiveness and watchability are factored into the final rating.