Sex Doesn't Sell, Especially for Carl's Jr., Says Copy-Testing Firm
Posted in: Uncategorized
Does sex really sell? Not so much, according to copy-testing firm Ameritest, and not in particular for Carl’s Jr. and Hardees, who got more than 10 million YouTube hits but very little love for their local-market ad that ran during the Super Bowl.
The spot, from 72andSunny shows model Charlotte McKinney walking, seemingly naked, through a farm market, before it’s revealed that she is wearing a bikini and has a hankering for a really large All-Natural Burger, which she stuffs seducitvely in her mouth.
For the sake of pure research, not for pay from any clients, Ameritest recently showed the ad to its consumer panel. If found that 27% of the consumers said they planned to visit a Carl’s Jr. or Hardees restaurant in the next 30 days after seeing the ad. But that’s well below the 43% of consumers who respond similarly on average after seeing a restaurant ad, according to Ameritest, which has tested thousands of ads for the industry, according to Sean Scott, senior brand consultant.
Post a Comment