This year’s Loctite’s Super Bowl ad “was a charming ad and cute creative concept, but it didn’t really break through,” said Jeri Smith, CEO of Communicus, which tested last year’s Super Bowl ads with consumers. Loctite’s was recalled by only 13% of people after the game, Ms. Smith said, versus 43% ad recall for the average Super Bowl ad, and only 5% of people remembered what brand it was for.
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Communicus is an advertising research firm specializing in integrated campaign measurement solutions that isolate the impact of a brand’s advertising. For over 50 years, Communicus has partnered with Fortune 100 brand advertisers, providing research and consultation enabling brands to fully understand how to build more successful advertising and IMC campaigns, maximizing advertising’s impact on brand perceptions and behavior.