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Back to Snacks: Recent Ad Performance of Your Favorite Back to School Snacks

September 27, 2021

It is yet again the time of year when the kids are back at school, and life resumes some (semblance) of a normal routine once again. Despite most parents continuing to work from home, schools across the country are open and encourage students to attend in-person (socially distanced) classes.

Whether it be packed in a lunchbox, a school bus backpack, or sitting on the counter for when kids get home from school, pre-packaged snacks have been a staple among families for years. So as the bus rolls up for another school year, we used our industry-leading in-market measurement platform Phoenix Brand Effect to take a look at the recent ad performance of popular snack brands.

Dorito’s had a very successful ad when it comes to branding with “Before Doritos.” The straightforward yet creative execution prominently showcased the highly recognizable product throughout the ad, which gave them a nice boost for Brand Linkage.

Cheetos “It Wasn’t Me” first launched during the Super Bowl and maintained solid performance throughout its flight. The ad’s humorous storyline, featuring celebrity couple Ashton Kutcher & Mila Kunis and singer Shaggy, made the musician’s hit song “It Wasn’t Me” an integral part of the story. The Cheetos bag is also featured prominently throughout, adding to the ad’s overall high performance.

Planter’s also made it to our top performers list with their “Cashew Shaped” ad. Their use of subtle golf references throughout made this a contextual ad spot, which boosted the ad’s overall performance, coupled with their strong use of the brand’s primary attributes.

For additional insights and information into the why’s behind the performance of these ads or for brand-level insights on these ads, drop us a line!


Phoenix Brand Effect is the gold standard for in-market performance and can provide real-world, real-time, in-flight ad measurement to help you establish a baseline for future campaigns. Looking to bridge the gap between pre-market creative development and in-market tracking? Our newly-developed AdPi-Brand Effect Platform offers clients a seamless solution to maximize ad performance using creative diagnostics (AdPi®) to generate forward-looking estimates to understand your creative’s full in-market performance potential (Brand Effect).

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