EVANSTON, Ill., Feb. 5, 2017 /PRNewswire/ -- Mr. Clean scored big in strategic rankings with its "Cleaner of Your Dreams" ad in the 13th consecutive Kellogg School Super Bowl Advertising Review. Other brands that earned top marks include Bai, Febreze and Skittles. On the flip side, 84 Lumber and American Petroleum Institute received low grades for less effective brand strategies during the Super Bowl.
"Mr. Clean drew on its brand equity, making its position clear in a modern way," said Derek D. Rucker, Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing at the Kellogg School of Management at Northwestern University. "Conversely, 84 Lumber scored at the bottom of our Ad Review. This spot took a long time to get to the message – and even then, it wasn't clear what the message actually was. The message was too subtle and took too long to get to."
Many brands emphasized inclusiveness as an ongoing trend throughout the big game.
"While many brands were lighthearted and product focused, there were others that embraced a theme of inclusiveness, including Google, Airbnb and Budweiser," said Tim Calkins, Clinical Professor of Marketing at the Kellogg School of Management at Northwestern University, who co-leads the school's Ad Review.
The Kellogg School Super Bowl Advertising Review uses a strategic academic framework known as ADPLAN to evaluate the effectiveness of Super Bowl spots. The acronym instructs viewers to grade ads based on Attention, Distinction, Positioning, Linkage, Amplification and Net equity.
A full list of the rankings is available here.
To learn more about the Kellogg School Super Bowl Advertising Review, visit www.kellogg.northwestern.edu/news/superbowl/.
For more information about the Kellogg School of Management at Northwestern University, visit www.kellogg.northwestern.edu.
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SOURCE Kellogg School of Management