A new study from DAIVID indicates a significant level of consumer confusion towards soft drink ads, analyzing multiple ads across major platforms like YouTube and Instagram. Their findings reveal that confusion is a prevalent emotion for two-thirds of brands, with over half of the tested ads performing below average in clarity. In contrast, Coca-Cola and Gatorade stand out with effective campaigns characterized by emotional consistency across channels. This success is attributed to their ability to evoke warmth, nostalgia, joy, amusement, and craving uniformly, unlike many brands that confuse audiences with inconsistent messaging.
DAIVID's analysis reveals that confusion is a predominant emotion for viewers of soda ads, affecting two-thirds of the brands studied and hampering their effectiveness.
The research shows that emotional consistency is crucial for ad effectiveness, as demonstrated by Coca-Cola and Gatorade, whose varied content still resonated similarly across channels.
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