Welcome to The Story, a bi-weekly extension to our popular America This Week newsletter. The Story provides a front row seat to The Harris Poll’s latest research, industry trends, and brand case studies. We know that there is a lot of data out there. Here, we break it down, providing a look at the narrative behind the numbers.
1. Chipotle Proves the Power of Super Bowl Advertising
Super Bowl LVII feels far off, but for advertisers, it is right around the corner. By September, Fox had already sold 95% of its Super Bowl ad space. This year, the price tag for a 30-second slot reached $7 million. While companies are throwing down huge sums of money for less than a minute of consumers’ attention, Chipotle’s Super Bowl LV performance shows that this strategy might just work:
In 2021, Chipotle paid $5.5 million to reach 96.4 million viewers with their debut Super Bowl ad “Can a Burrito Change the World.”
Undeniably pricey, Chipotle’s single Super Bowl ad made both an immediate and long-term impact on their brand equity according to Harris Brand Platform data.
2. The COVID-19 Pandemic Intensified America’s Mental Health Crisis
In a recent Harris Poll study conducted on behalf of the National Action Alliance for Suicide Prevention (NAASP), the American Foundation for Suicide Prevention (AFSP), and the Suicide Prevention Resource Center (SPRC), we examine evolving public perception towards mental health and suicide prevention:
The COVID-19 pandemic widely affected Americans’ mental health: 84% of adults say it is more important than ever before to make suicide a national priority.
Social distancing especially harmed teens: A related poll conducted as part of the CVS Health-Harris Poll National Health Project, reveals that more than two-thirds of teens say the loss of social relationships during COVID significantly contributed to rising suicide rates.
While 76% of US adults think their mental and physical health are equally important, only 31% think the healthcare system treats these issues equally.
Takeaway: The COVID-19 pandemic shone a light on America’s mental health crisis. The recent launch of the 988 Suicide and Crisis Lifeline was a good start, now it’s time for the rest of the country to work together to combat this critical issue.
3. Kellogg’s Pop-Tarts Weathers Four Class-Action Lawsuits – Case Study
In October 2021, a New York attorney filed four class-action lawsuits against Kellogg’s Strawberry Pop-Tarts claiming that their packaging misled customers. Using Harris Brand Platform data, we can see how the lawsuits initially impacted Pop-Tarts' brand equity, and how the popular breakfast brand recovered in the months after:
The lawsuit claimed $5 million in damages, claiming that the name “Strawberry Pop-Tarts" is deceptive since the food contains less than 2% strawberries.
Pop-Tarts’ lawsuit was covered by many top publications, resulting in wide-spread publicity that could negatively impact consumer brand perception.
Download our case study to see how the lawsuits initially dropped Pop-Tart's brand equity, and how the beloved breakfast pastry subsequently bounced back.
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