“Repetition and the reliance on a winning formula were the keys to success in this year’s Super Bowl. And no, we’re not talking about the Green Bay Packers passing game or its tenacious blitzing defensive schemes. We’re talking Doritos and Snickers, this year’s clear winners in the annual YouGov Polimetrix BrandIndex study of the Super Bowl, which measures the brand buzz gained in the days following the game’s very expensive commercials,” Michael Bush reports for AdAge.
“In terms of overall positive change in buzz, 2011’s big winners were Snickers (9.9), Doritos (8.2), Kia (6.9), CarMax (6.7), E-Trade (6.5) and Pepsi Max,” Bush reports. “Among men, Doritos (19.9) and Kia (15.0) came out on top while women were more enamored with Snickers (14.8) and CarMax (7.8). And Snickers (29.2), E-Trade (20.9) and CarMax (18.2) were tops in the 18-34 demo.”
“The game’s biggest losers, the brands whose buzz got worse after the game, were Coca-Cola (-2.0), Bud Light (-2.2), Chevrolet (-2.8), General Motors (-5.8) and Android (-7.8),” Bush reports. “With regards to Android, Mr. Marzilli said, ‘The lesson here might be ‘don’t mess with Apple.””
Read more in the full article here.
[Thanks to MacDailyNews Reader “Spark” for the heads up.]
Android is for losers!
I still think the VW ad was the best.
it was.
Granted it was funny, I still don’t see it being the best. Then again I saw it long before the superbowl, it was one of the few they previewed like a week before.
The one that made everyone laugh… The pepsi max first date commercial.
Ok… Now that’s just really funny.
Lumping Coca-Cola with Android in terms of negative ad image is about right. Next thing you know Eric Schmidt will be recruiting a sugar water salesman to run the broken down company known as Google.
Didn’t apple have an ad? I thought I seen one, it had a bunch of people walking with apple earbuds. I thought they promoting the iPad 2… Where was apple on this list in regaurds to their add?
Verizon had an ad advertising the iPhone. Apple did not have an ad.
After another coment and some google-ing I see that… I guess motorola thought they could make a commercial for apple and maybe apple would take it easy on them, or something?
I don’t get why moto would advertise the iPad or make it seem that way…
LOL
yae
it was nothing like that though
the ad I saw was about the daily app
Android had an ad? ha, that’s funny
Android loses Verizon exclusivity and their brand goes *poof*. No one saw that coming…
http://themacadvocate.com/2011/01/04/tim-bray-if-google-only-had-apples-unicorns/
“Bang, Xoom, straight to the Moon!” Without any air.
Where’s Volkswagen? I thot without a doubt that the Darth Vader Passat commercial was the absolute best one.
The VW ad did okay with age 50+ viewers but didn’t capture the younger crowd. Think it helps if you have kids of your own. Also, I only saw the short version of the ad during the SB. Did they show the full version at any time? The longer version is more compelling and probably more memorable.
They did – first quarter.
Agreed on the VW commercial – I thought it was very cute.
I thought the Coke commercial was pretty cool from just the visual effects. Maybe the fantasy-like genre didn’t appeal to the jocks who were watching?
G,
That was the Android commercial. It was for the Motorola XOOM tablet that runs Android. The Apple-esque earbuds were an intentional “stab” at Apple, hence, “Don’t mess with Apple.”
Really? Because that commercial got everyone talking about the iPad 2, and how they are already advertising it!
I find it most amusing that the article doesn’t even mention Motorola or Xoom which of course shows the market perception that all android devices are the same and just makes it harder for these Apple wannabes to distinguish themselves in the marketplace.
It pretty sad in an Internet age that will inform consumers would pay attention to Superbowl ad to purchase a product. Apple most brilliant move is not to waste money on a Superbowl ad. Whether you created buzz or not it just a totally ineffective waste of 3 million dollars. It is proves that company marketing Android got more money than brains.
GM must be kicking themselves. They are forced to pull out of SB advertising for a couple of years because they are broke. They decide to spend the dough this year and end up damaging the fragile brand. That’s money well spent.
The loser continue to say “Android outsells….surpas IOS marketshare… blah blah blah” Android is given away free to every POS manufacturer that tries to copy Apple. FREE TO EVERY POS MAKERS. Duh!
Jeopardy: Has 3% of smartphone market share and controls 51% of industry profit?
Watson: Who is Apple?
testing 123
Apple should start selling those white hoodies at the Company Store, if only to p!ss off Motorola.
I found the Doritos ad where the guy was licking the crumbs off the floor, even stripping a guys pants to get to said crumbs, to be, well, icky. Are they putting some addictive drug in their snacks now?
mmmmm…cheese. I like the one where the dweeb licks the guy’s finger to get the cheese. The “WTF-look” on the lickee’s face is priceless and spot on.
No, they were intent on winning the San Francisco market.
Android thought they were copying Apple’s 1984 Super Bowl ad, it didn’t work because what they actually copied was Apple’s 1985 Lemmings ad.
It didn’t work then either.
On the Subway there are so many different looking people in so many colorful outfits, each from a different country, from all different socioeconomic levels – all right there in one subway car… and the thing that unites everyone – 75% of the subway has White earbuds – they all love their iPhones and iPods in the BIG APPLE!
@BLN :
+1 (maybe even 2)!
Volkswage/Darth Vader/Passat
Best commercial this Super Bowl.
Thanks mean Joe!