LOS ANGELES – In a survey that includes such lofty trademarks as Google, Amazon and Samsung, Hershey was named the brand of the year in the candy and snacks category by Ace Metrix.
In the survey that measured the impact of video advertising, the candy and snacks category included 78 brands that collectively delivered more than 200 unique pieces of creative in 2015 but only 12 brands qualified for brand of the year status, having debuted five or more new ads this year.
Hershey’s earned its No. 1 position with an average Ace Score of 629, 10% above the 12-month category norm.
There are three Hershey’s ads among the top 10 in the category and four ads among the top 10 in terms of “desire.”
“It’s little surprise that Hershey’s ads are powered by ‘desire,’ due in large part to the visuals of delectable chocolate and a tried-and-true visual brand that generates Pavlovian responses among viewers,” Ace Metrix said.
The well-known brand experienced a 3% year-over-year improvement in overall Ace Score. With such strong brand association, strong brands, Hershey’s included, “need little time to communicate and remind us of their offering.” Sixty-five of the ads in the category are 15 seconds long, and Hershey’s ads dominate the category exclusively with short form ads.
Los Angeles-based Ace Metrix scores every nationally airing television advertisement and the majority of digital video ads across 24 industries and 96 categories.
Advertisers that have achieved brand of the year status delivered a portfolio of work that set them apart from their peers, according to Ace Metrix. Three hundred and eight brands qualified for brand of the year across 17 categories, representing over 5,600 creative executions in this year’s survey.
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