Magazine: Emotionally the most effective FMCG commercials in 2020

How the ranking was made

Guest author:
Petra Várhelyi
marketing manager
Synetiq

In 2020 Synetiq analysed more than 200 commercials from the FMCG category, using its neuromarketing methodology, from which nearly 180 belonged to the food and drink segment. The ranking was created based on the following indexes: the average normalised results of the answers given to the three main conscious questions, the attention generated by the commercial and its ability to produce emotions. Since the non-conscious results analyse a 6 times bigger sample due to the segmentation than other neuro companies do, Synetiq put greater emphasis on these when compiling the list. In the following you can read about the most emotional food and drink commercials of 2020.

2020 – pandemic-specific communication or not?

Last year’s commercials can be best characterised by two words: pandemic and patriotism. Plus there were many commercials putting health consciousness in the limelight. However, some of the commercials advertising new products utilised relatively simple promotional stories. In general we can say that there was strong competition and most commercials were able to generate emotions in viewers. Despite the fact that in 2020 commercials concentrated on the pandemic and patriotism, those that made it to the top 10 don’t belong to these two categories. Perhaps deep inside consumers insist on the good old norms they are used to. Here is the list of the top 10:

1. Mondelez – Milka – 20s – Mini farm

2. Heineken – Nature Zitrone – 20s – Fresh lemon

3. Heineken – Heineken – 30s – Formula 1

4. Coca Cola – Coca cola – 60s – Christmas letter to Santa Clause

5. Friesland – Pöttyös Tejsüti – 30s – The great dairy snack challenge

6. PepsiCo – Schweppes – 20s – Curiosity freshens you up

7. Lindt – Lindt – 30s – Relaxation

8. Unilever – Magnum – 30s – Shop window stock

9. Nestlé – Nescafe – 30s – Amphitheatre

10. Heineken – Soproni – 30s – Hungarian superpowers

1. Mondelez – Milka -20s – Mini farm

Milka’s commercial introduces the process of making milk chocolate, but in the form of a fairytale instead of real life characters. The commercial created a high level of lasting engagement and viewers were interested about life on the farm, so the excitement level was also high. Consumers found the commercial exceptionally relevant, activating and being in conformity with the brand.

The centrally-place brand name leads the gaze

2. Heineken – Natur Zitrone – 20s – Fresh lemon

The Natur Zitrone commercial is the opposite of the Milka story: instead of an actual story, the ad features vivid visual effects. This commercial is characterised by strong branding and the product already appeared in the first second. It was also positive that the new packaging was featured – in a creative fashion. Viewers had an emotional peak with a growth in approach and those who saw it said the ad was relevant and activating.

3. Heineken – Heineken – 30s – Keke & Nico Rosberg

Heineken’s commercial didn’t feature a Hungarian narration, but the emotional background music was able to generate stable viewer engagement. Keke Rosberg’s smiling face resulted in an emotional peak, but viewers weren’t thrilled at the fact that the product is alcohol-free – the approach level dropped here. The logo appearing at the end of the commercial was attractive to viewers, so the approach increased again.

Tips from Synetiq

What is it that the TOP10 commercials have in common? How can they influence viewer’s emotions? It would be difficult to name one thing, but there are certain elements that companies should focus on if they want to communicate effectively.

1. Focused brand presentation: in these commercials the logo and the brand name is always positioned in the centre.

2. Moments viewers can identify with: introducing moments with which consumers can identify and feel close to.

3. Moderate branding: today’s viewers only become interested in commercials that don’t want to sell something to them directly.

A guide to the emotion curves

Engagement (yellow): it shows the level of attention and involvement

Approach (white): it indicates the emotional impact (the viewer likes it/doesn’t like it)

Excitement (orange): the level of excitement must be interpreted in combination with the two other curves

More information: www.synetiq.net //

About Synetic

Synetiq is a tech scale-up that was established in 2014 and specialises in sensory measurements – neuromarketing. Neuromarketing analyses people’s emotional reactions to commercials, with the help of physical reactions. On a monthly basis Synetiq provides partners with technology-based data on the emotional reactions of 18-59 years old, ABC-status television viewers. So far Synetiq has analysed 6,000 commercials of more than 1,200 brands. Based on the results the company makes recommendations to companies, so that they can spend their advertising budgets more efficiently. //