Soreen Dare to Be Silly With Sunny Ad
Soreen
Bring some Soreen sunshine to your day, your squidgy little pick me up!
Soreen’s new ad is the kind of commercial that will have ad snobs weeping gently into their lattes. It’s a product coming to life! And it’s singing an 80s hit! And turning the words into a silly jingle! And whilst this isn’t likely to sweep the board at Cannes Lions, Soreen will be celebrating a solid bump in sales and some enviable brand growth.
Whilst a familiar and well-loved brand, Soreen operate in a fiercely competitive category up against cake and bakery brands with far bigger media footprints. So they need every emotional advantage they can get when it comes to making an impact with this new ad.
Luckily, Soreen also have some tasty distinctive assets, properties their brand is associated with which their rivals can’t match. They’re a healthier option than many competitors, for a start. And they’re famously squidgy, a sensory advantage this ad makes a lot of. The commercial positions Soreen as a pick-me-up that adds sunshine and energy to your day, and an interpolation of nostalgic 80s hit “The Sun Always Shines On TV” from a singing cake is the perfect choice to demonstrate that. Nostalgic cultural references, melodic music, and vivid characters – it’s a perfect set-up to appeal to the right side of the brain, where long-term connections are made.
And this is reflected in its category beating long-term Star Rating of 4.4-Stars. The ad charms its audience and brings them a smile, which will help Soreen in the long term by building positive associations. The ad also does a lot to showcase the brand’s new packaging, so Soreen should expect higher Fluency scores in future as consumers adjust to its new look.
Ads like Soreen’s don’t get a lot of industry attention, but what matters is how real people respond. That’s why a strong Test Your Ad score is the best indicator that a brand doing something cheerful and silly like this has hit the mark. It’ll be important to follow it up with work emphasizing the brand’s new design, but for now Soreen’s TV comeback is a job well done.
