Case Study: Carl’s Jr. learns sex appeal ads are not more memorable with Nielsen TV Brand Effect

Did Sex Sell for Carl’s Jr.? Tv Brand Effect Uncovers Surprising Insights

Carl’s Jr. used sex appeal in a number of its ad campaigns, including high-profile Super Bowl spots, but wanted to understand how those ads were affecting brand perception. Nielsen Holdings analyzed the creative with TV Brand Effect to assess memorability, branding, emotive power, and information power, comparing sex appeal and non-sex appeal ads across genders and against the burger category norm.

Nielsen Holdings’ analysis showed that Carl’s Jr. ads featuring sex appeal were not more memorable than ads without it, even across genders, though they did help the brand stand out in a category not used to sexual advertising. The research also found the ads were polarizing: women found the sex appeal ad highly irritating and rated it lower on information and emotive power, while men found it factual and believable, with the overall impact suggesting a risk to long-term brand equity.

Carl’s Jr.