Industry Served Selection
Neutrogena Helioplex  Suncare

                read more click to enlarge
                   read more click to enlarge

It's not often that one sees a totally convincing ad.  First, when strong claims are made, there must be a sense of trust in the brand, so that the extent of such claims are possible and expected to be realized.
Second, when it comes to Neutrogena, the trust is there - ergo, the consumer is pre-disposed to believe the claims.   And, when presented so persuasively, with plenty of permission to believe, the high theAdAudit score is a natural -  89.61.
Already a major factor in the suncare business, Neutrogena has a vested interest in staying ahead of the pack.  And indeed it does with this outstanding ad. 

% of Category Achieved
Visual Impact
Consumer Appeal

Headline – This category has seven (7) points of analysis with emphasis on stopping power and selection of the target market.  It does so admirably, but slightly less so in emotionality and news value.

Visual Impact –With eight (8) points of analysis, this category is critical to an ad’s stopping power, product name registration, and emotionality, among others.  It did well, albeit less well than in the other audit categories, because of the somewhat competing areas of focus.

Copy – The ad very scored well in this category of ten (10) points of analysis, with the product superiority story coming through loud and clear. Some weakness was noted in an emotional-connection factor.  Here’s a good example of a virtue in the extreme, no longer being a virtue. The ad is so claim-and-fact-driven (good) that it has no place for the emotion factor, (not so good).

Consumer Appeal – This summary category of six (6) points of analysis deals with how it all hangs together – how well it shows an understanding of the consumer’s need, and how/if it sets up the dissonance factor with her existing product.  A perfect score - and rare!

In all, this is a most powerful ad in a very competitive, claim-driven category.  When the positioning is right, and the ad communicates it with a dramatic and convincing execution - share gain is a sure thing, (caveat - if enough is spent to get the message across).  A high-scoring ad is a valuable asset as a selling tool to the trade; i.e., depth of stock and promotional support.

Grayson Associates’ proprietary system to analyze the effectiveness
of print advertising.

back to top     read more next