CPG Brands' Ad Success Post-Super Bowl

AdAdapted, a shopping list marketing and insights platform, evaluated brands who advertised during Super Bowl LVI, which was the most-watched Super Bowl in the last five years, according to eMarketer.

AdAdapted’s findings are based on which branded products were added to consumers’ mobile shopping lists in the week following the Feb. 13 Big Game. Key findings included:

• Gillette saw a whopping 108% jump in activity. After 16 years away from advertising during the Super Bowl, Procter & Gamble’s Gillette and Gray Advertising ran a 30-second spot during the game. The CPG brand saw the highest percent growth (108%) in products added-to-list among brands that advertised during the Super Bowl.
• Lay’s came in second with a 71% boost.The add-to-list rate for the PepsiCo/Frito-Lay-owned potato chips brand was up more than 71% following its “Golden Memories” ad featuring actors Seth Rogen and Paul Rudd. (View video at bottom.)
• Frito-Lay’s Doritos saw boosts across the board. Several Doritos products saw increased add-to-list behavior, such as Doritos nacho cheese (+39%), spicy nacho (+19%), spicy sweet chili (+11%), Doritos original (+6%) and cool ranch (+4%).
• Avocados were up despite ban. Avocados from Mexico partnered with GSD&M to run a minute-long ad showing avocados helping kick a Colosseum tailgate up a notch. In the week following the Super Bowl, avocados appeared on lists 69% more as compared to the week before. (Avocado imports from Mexico were temporarily suspended in early February after a threat was made to U.S. safety inspectors. The ban lasted less than a week.)
• Hellmann’s jumped 48%. Unilever’sHellmann’s and Wunderman Thompson put together a 30-second commercial focusing on food waste featuring former NFL linebacker Jerod Mayo and comedian Pete Davidson. In the seven days following, list presence increased by 48%.

“Our shopping list data shows clear results; advertisers seeking to drive brand awareness via Super Bowl commercials experienced varying degrees of success in influencing pre-shop behavior,” Molly McFarland, co-founder and chief revenue officer at AdAdapted, said in an email to Path to Purchase IQ. “In the week following the game, brands like Gillette, Lay’s, Avocados from Mexico and Hellmann’s saw significant increases in consumers adding advertising products to their grocery lists.”