System1 report: Reese’s Halloween spot among the most effective US ads in September
Jon Evans at System1 reveals the ads that most resonated with consumers ahead of spooky season.
Skeletons kill it on the dance floor in Reese's Halloween ad / Credit: Reese's
Every month, TV screens across the US see thousands of new commercials.
Marketing research and effectiveness company System1 analyzes the latest creative to test which spots resonated most with the American public.
According to System1’s chief marketing officer, Jon Evans, September’s top-scoring ads represent a diverse mix of creativity, from harnessing the excitement of the NFL season, to setting the stage for Halloween with Reese’s, and introducing a wacky yet brilliant tech concept with Capri Sun.
Bring on the ads...
5. Tostitos: ‘Classic Flavors’
Star rating: 4.0
This ad’s stellar Star-score likely benefits from the NFL season’s celebrity factor. It features Micah Parsons, a Dallas Cowboys linebacker and renowned party planner, surprising a couple with Tostitos chips.
As the NFL’s official chip and dip, Tostitos leverages the excitement of the season to create an engaging and memorable ad.
4. Visa: ‘Neverending Fan’
Star rating: 4.0
Visa’s ‘Neverending Fan’ ad cleverly taps into the lifelong bond of sports fandom, showcasing a man’s love for his team, the Buffalo Bills, passed down through generations. The ad, featuring authentic period details, emphasizes human connection.
It successfully appeals to both sports fans and a broader audience, earning high scores (4.8 stars among sports fans and 4.0 stars overall). Despite focusing on one team, its universal and heartwarming storytelling resonates with viewers regardless of team affiliation.
3. Capri Sun ‘Wireless Kid-noise Cancelling Technology’
Star rating: 4.1
Capri Sun’s latest ad offers a unique concept, portraying the drink as a noise-cancellation device for dealing with noisy kids. The campaign cleverly presents the drink in a tech product demonstration style, with sleek packaging resembling high-tech gadgets and its deadpan humor and absurdity adding to its appeal.
The ad achieves an impressive 4.1 star rating on Test Your Ad and showcases strong Brand Fluency, particularly noteworthy considering its deviation from typical category norms. Furthermore, it stands out with an Exceptional short-term Spike Rating, promising brand growth with proper investment and an immediate sales boost.
2. Reese’s: ‘Have It’
Star rating: 4.4
Halloween is a crucial time for candy brands, making the scarcity of great ads surprising. Reese’s Peanut Butter Cups, however, defies this trend with a captivating commercial featuring dancing skeletons grooving to 80s funk, embodying the Halloween spirit.
The ad achieves a strong 4.4 star rating for long-term effectiveness and an Exceptional Spike Rating for short-term sales. Reese's wisely dubs it ‘Reese’s Season,’ reinforcing their holiday brand association.
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1. King’s Hawaiian: ‘Funday on Sunday’
Star rating: 5.2
The new King’s Hawaiian campaign featuring football legends Eli and Peyton Manning is highly effective, earning an exceptional 5.2 star rating, the highest ad scorer of the month.
It successfully aligns the brand’s family-oriented values with the Mannings’ iconic status, creating a relatable and heartwarming connection. The campaign cleverly incorporates humor through the witty one-upmanship between the Mannings, adding an amusing and entertaining element to the ad.
System1 tests ads on measures that predict long-term brand growth (star rating) and short-term sales growth (spike rating) – each between one and six stars. These measures are validated using the independent Institute of Practitioners in Advertising database and against real sales data at a category level.