Good old Coke is System1’s top Christmas ad – again

All that money spent on making new Christmas ads and Coca-Cola’s ‘Holidays Are Coming’ still tops System1’s measurement of emotional reaction in audiences, topping the table in both the US and UK.

This 20-year old campaign seems to prove that creative consistency still wins out. Each ad was tested on 150 people: 106 in the UK, 62 in the US and 225 globally to date. So not a massive sample but it’s still going.

System1 measures purportedly predict long-term brand growth (Star Rating) and short-term sales growth (Spike Rating).

Global top 10

Coca-Cola – Holidays are Coming 2020 (UK) – 5.9 star rating / 1.63 spike rating
Toyota – ‘Come Home’ (US) 5.9 star rating / 1.50 spike rating
Macys – ‘In Dad’s Shoes’ (US) 5.9 star rating / 1.43 spike rating
Woodie’s – ‘We’re All Homemakers’ (US) 5.9 star rating / 1.41 spike rating
Coca-Cola – Christmas ad (UK) 5.8 star rating / 1.76 spike rating
Lidl – Christmas ad (IR) 5.8 star rating / 1.75 spike rating
Aldi – ‘Kevin the Carrot’ (UK) 5.8 star rating / 1.47 spike rating
Etsy – ‘Personalised, Handmade, Thoughtful’ (US) 5.5 star rating / 1.68 spike rating
DFS – ‘A Comfy Carol’ (UK) 5.5. star rating/ 1.53 spike rating
SodaStream – ‘The Small Things’ (US) – 5.5 star rating / 1.37 spike rating

UK Top 10:

Coca-Cola – Holidays are Coming 2020 – 5.9 star rating / 1.63 spike rating
Aldi – ‘Kevin the Carrot’ – 5.8 star rating / 1.47 spike rating
DFS – ‘A Comfy Carol’ – 5.5. star rating/ 1.53 spike rating

Thorntons – ‘Love, Passion & Care’ – 5.4 star rating / 1.52 spike rating
Sky Cinema – Christmas Advert 2020 – 5.2 star rating / 1.53 spike rating
Papa John’s – ‘Giving More This Christmas’ – 5.1 star rating / 1.57 spike rating
Puffin Books – ‘Pass on a Dream’ – 5.0 star rating/ 1.32 spike rating
Disney+ – ‘Make This Christmas Wonderful’ – 4.9 star rating/ 1.59 spike rating
Coca-Cola – Christmas Commercial 2020 – 4.9 star rating / 1.55 spike rating
Baileys Irish Cream – ‘Get Creative: Antlers’ – 4.9 star rating/ 1.43 spike rating

Some notable absentees obviously.

System1 CMO Jon Evans says: “The results this year have been incredibly revealing about the effectiveness of Advertising after such a challenging period. The last thing we want is a reminder of the tough year we have had so this is definitely a case of the ‘old normal’ being preferred to the ‘new normal’. Despite everything we have faced as an industry this year the data shows that Creativity is alive and well with the average star rating actually going up from 3.0 star to 3.3 star making it the best Christmas yet.

“What is also clear is that ‘familiarity breeds contentment’ as both Aldi and Coke have demonstrated. The payback for brands who stick with a strong creative idea over time and leverage their fluent devices is significant. One additional highlight is that despite media speculation in the UK that some people were reacting adversely to the Sainsbury’s spot featuring a black family as the central characters, the results show the opposite is true – audiences are embracing an increase in diverse representation.”

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