Just a few weeks after the game, the online 60 second version of the ad had already been viewed over 1M times on YouTube, the brand had compiled nearly 2B media impressions, and the execution achieved a #2 ranking among Super Bowl ads on Adobe’s measurement of Social Engagement. Adweek wrote, “If Nationwide was the somber buzzkill of this year’s Super Bowl, Avocados From Mexico was the life of the party.” The campaign’s viral success was also noted by AFM’s President Alvaro Luque, “We’re incredibly pleased that we were able to leverage and extend that investment to really build our brand and create a deeper relationship with our target consumer.” From a sales perspective, weekly sales of Mexican avocados in the U.S. surpassed 50 million pounds per week during the two weeks leading up to the Super Bowl, and Mexican growers expect U.S. market share to grow from 67 percent during their last fiscal year, to more than 70 percent in the current one.

The research suggested four considerations for further enhancement:

1) Enhance comprehension

Twelve percent of consumers, three times higher than average, found the ad difficult to understand. As consumers do not work hard to follow unclear advertising, adjustments to enhance comprehension would make the ad that much more enjoyable.

Enhancements:

AFM let the story develop on its own with the main character introducing the concept: “With the next pick in the First Draft Ever, Australia selects the Kangaroo.”

2) Limit potential for negative viral coverage by taking great care with depiction of main character

A small number of consumers did not enjoy the ad, finding it offensive in that it depicted a God-like character. The character was a critical piece of the creative so we proceeded with caution rather than find another course.

Enhancements:

Character is more lighthearted and less God-like in depiction and vocal tone.

3) Ensure all viral benefits come back to AFM

Facial coding determined that consumers were engaged in the draft story but peaked with a scene depicting a cute polar bear. Unfortunately, after that point, engagement diminished with the critical reveal of the avocado selection.

Enhancements:

The polar bear was moved in front of the avocado selection. A new caveman character who tries to steal a bite of guacamole from the draft commentators was also introduced to maintain engagement through the end.

4) Develop strategies to help leverage the ad’s viral potential

AFM was encouraged to build out a 360 approach in an effort to drive viral traction.

Enhancements:

AFM became part of the Super Bowl ad conversations on days before the game by dropping an online teaser. AFM also had presence during the pre-game show with the Today Show making guacamole recipes using AFM. Finally, seven rounds of draft content supporting promotions/giveaways were posted online.