At Accelerant Research, we regularly test ads to uncover what really drives performance with consumers using our proprietary Agora USA research panel. This September, we ran a three-week series of head-to-head ad tests. Each week, we compared two ads from the same brand to isolate the impact of different marketing angles — from emotional storytelling to product innovation to celebrity casting. The results reveal how creative choices shape consumer response.
Test 1: Celebrity Storytelling — Two Dunkin' Ads
We surveyed 250 U.S. Gen Z consumers to examine the impact of two Dunkin' ads featuring different cohort-relevant celebrities: one starring popstar Sabrina Carpenter and the other featuring a cast member from trending TV show The Summer I Turned Pretty.
The results:
- Sabrina Carpenter Ad → Didn't move the needle. The results show strong brand recall — but we don't see the spikes in consideration and intent one would expect from seeing such a popular singer. This may have come from the narrative's more suggestive tone, which Carpenter is known for but some people do not agree with.
- The Summer I Turned Pretty Ad → Noticeably underperformed, with many viewers missing the intended satire of the “attractive guy acting like a jerk” storyline.
Key takeaway: While both stars are very relevant to their target audience right now, celebrity ad angles are extremely impactful. The wrong messaging risks missing the mark.
Test 2: Heritage vs. Celebrity — Two Gatorade Ads
Next, we tested two Gatorade ads with 250 U.S. consumers. One leaned into a heritage-driven approach, spotlighting Gatorade’s long legacy in the world of sports. The other was a celebrity-driven spot featuring professional athletes with grit and intensity.
The results:
- Heritage Ad → Shined across most categories, proving that emotional storytelling can deepen connection and inspire purchase intent.
- Celebrity Ad → Performed below average across the board. Consumers connected more with the brand’s history than its celebrity endorsements.
Key takeaway: Heritage-driven narratives build affinity. Storytelling can resonate even stronger than star power.
Test 3: Classics vs. Innovation — Two Coke Ads
Finally, we compared two Coca-Cola ads: one a very classic Coke ad, and another centered on introducing a new product angle.
The results:
- Classic Ad → Came out on top, reinforcing that Coke's familiar image and timeless credibility creates positive brand recognition.
- New Product Ad → Fell flat. While the spot drove intent to try the new product, it didn’t connect with consumers as strongly as the classic ad, showing softer brand consideration and overall content relevance.
Key takeaway: Coke’s brand power comes from its familiarity and its ability to sustain consumer trust.
At Accelerant, we’ll continue to explore these dynamics through ongoing ad testing. Stay tuned for more results in the months ahead.
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