Super Bowl 50: Highest Impact Commercial
on Feb 12, 2016
Like most 2016 viewers, I’m equally interested in the commercials and the game (especially in this year’s defensive battle). There were so many clever commercials that made me laugh. But for me, the highest impact commercial came from Henkel‘s Persil ProClean. Why? Two reasons:
- Product Awareness – Simply, I had never heard of Persil before. This commercial introduced me to a new product. I’m highly aware of so many brands advertised during the Super Bowl that those brands become background to the entertainment value of the commercial. During the Persil commercial, I was taking note of the product.
- Relevancy – I’m mildly unhappy with many laundry detergents. So I’m looking out for viable, new options. This category is highly relevant to me (polar opposite to the successful eSurance advertisements as I don’t own a motor vehicle). Judging from this Wall Street Journal article, I am not alone in finding detergent relevant.
The U.S. laundry detergent industry is nearly a $4B (2014 sales) business, with one brand owning 50% market share. For Henkel to have success stealing share, the firm needed a successful awareness campaign. “The Professional” placed in SB50 succeeds. What was your favorite commercial? Use the contact page to let us know.