Study Ranks Coke Super Bowl Ad Most Talked About Online

A Collective Intellect study released this week shows that Coca-Cola's Super Bowl "Parade Balloons" ad was the "most talked about ad online two weeks" after Fox' telecast of Super Bowl XLII, according to Suzanne Vranica of the WALL STREET JOURNAL. Collective Intellect Dir of Marketing Robin Seidner, whose company analyzes blogs to see what people are posting about brands and products, said that the ad "had 350 blog posts the day after the game, while Pepsi's ads had 250 posts." Some ad execs believe that the spot, via Wieden & Kennedy, Portland, has a "good shot of winning an award at the Cannes Lions festival, the most prestigious honor in the industry." A source said that the spot, which featured Macy's Thanksgiving Day Parade balloons of Charlie Brown, Underdog and Stewie Griffin fighting over a Coke balloon, cost "about $2.3[M] to create." Vranica notes Coke has "struggled to create ads that please the younger set and at the same time don't turn off the older consumers" (WALL STREET JOURNAL, 3/12).

Print This Article