The world’s best FMCG ads

This article is available for reading in Trade magazin 2024/12-2025/01

Gábor Tolnai
head of marketing insight division
Kantar Hoffmann

Kantar has already used its LINK+ research methodology to analyse more than 260,000 advertisements worldwide, allowing for a global comparison of results.

This method doesn’t only rely on quantitative, questionnaire-based data, but also uses facial coding techniques – examining the facial expressions of the participants.

Kantar LINK+ uses two key metrics to measure how successful ads are. The first one is the immediate sales impact and the second is “demand power” – the long-term brand building effect.

Gábor Tolnai told that the top 1% of last year’s highest-rated ads were those that excelled in five key areas: courage, catastrophising, candid, consistent and comical.

1. Courage: 

Courage means a bold, confident brand image, as opposed to the stereotypes that are often expected. KFC: KFC’s ad (8th place) was a response to the fact that the brand was often criticised for not offering turkey during the Christmas period. The response is provocative: “We have heard about the demand, considered it and rejected it: we will continue to focus on chicken”.

KFC dared to disregard consumer expectations

2. Catastrophising: 

today, when there are so many visual stimuli and viewers are constantly exposed to so much information, advertising needs to stand out with powerful solutions. Catastrophising is the deliberate exaggeration of the campaign tools. Savanna: the Savanna cider commercial from South Africa (5th place) used super slow-motion footage, opera music and a sitcom setting to tell a story.

Peroni condensed a feature film into one single minute

3. Candid:

honesty and ordinariness are in stark contrast to catastrophising, yet they are highly effective – they help consumers form even stronger bonds with the brand. Cadbury: the Cadbury ad from South Africa presented a simple, heartfelt situation, a father getting ready for a date.

4. Consistent: 

successful brand communications need to be built consistently and persistently. Many brands don’t stick with a campaign long enough, as they believe the message is outdated. Heinz: Heinz’s ad (12th place) demonstrates the loyalty that the brand has enjoyed for over 150 years, featuring a series of iconic scenes based on real consumer feedback.

Heineken hit the big time with humour

5. Comical:

humour has played a key role in attracting attention for decades. This trend declined after a while, but now it seems to be making a comeback. Heineken: Heineken’s campaign was the best in the TV category, combining all the key aspects, plus it is rare that a brand dares to make fun of its own name. //