As the world reopened its doors from a year-long lockdown and started running in the race to get vaccinated – 2021 indeed became an eventful twelve months. We watched the drama unfold in the marketing industry as the advertising trends, packaging designs, video gimmicks, and more adapted to the “new normal.” Brands were forced to rethink their marketing strategies, audience, and intent. While marketers and advertisers are continually channeling their efforts aligning with the evolving consumer behavior, 2021 still left many scratching their heads. Here’s a look at the research insights Entropik unveiled by digging into the consumers’ subconscious in this 2021 wrap-up. It’s That Time of The Year: SuperBowl! This Super Bowl was remarkable for many reasons, Tampa Bay Buccaneers brought it home in their hometown, Tom Brady hoisted the Lombardi Trophy, and debutant brands lined up to advertise. Akin to the previous years’ events, the 15-30 seconds spots struck a chord with the millions of viewers of the Big Game. Besides, this championship night of advertising sold each 30-second spot for over $5.5 million. Do you know what that means? The right advert here can win your brand audiences aplenty. This time for SuperBowl 2021 – Fiverr, DraftKings, Vroom, and Logitech made their Super Bowl commercial debut, whereas Robinhood delivered a flop show in the middle of the infamous GameStop controversy. You may like to read Entropik’s in-depth emotion report into the top 5 debutante ads for the Super Bowl. Remember when in Super Bowl XLV, the Green Bay Packers beat the Pittsburg Steelers? The match logged at least 111 million viewers, and the numbers have since then risen incredibly. In a pandemic-struck 2020, six automaker brands with a total airtime of 7 minutes and 30 seconds spent nearly $77 billion on media buys. Moreover, today, when ad spots are being bought for more than $5M and brands are ready to pull out all stops to engage audiences, it’s more than just marketing; it’s about striking an emotional connect with the viewers. Here is the deep-dive report of the most talked-about ads in Super Bowl 2021. Best of ‘Egg-citing’ Ads of 2021: Packing an ‘eggnormous’ amount of Easter puns, bunny-themed commercials, and vibrant colors, brands advertised without any holds barred this Easter season. Be it chocolate bunnies hopping around, Cadbury’s Creme Egg Golden Goobilee, or Target’s New Twist on Traditions, brands tapped into Easter’s joyful traditions. You may like to read our in-depth best of ‘Egglicious’ Easter ads emotion report and find out whether your favorite commercial made the cut. Most Impactful Women’s Day Ads: Entropik reviews the trending women-centric ads launched during International Women’s Day 2021. The emotion analysis discovered that the commercials were primarily emotional, fun, soft, and packed an offbeat theme while raising the bar for women-centric commercials. Read our exhaustive report on the most impactful women’s day ads- t

1. How We Reacted
in the Year
2021
Let’s

2. Let’s breakdown into
consumers’ emotion
in the year 2021
A quick recap into consumers’ emotion insights in the year
2021 towards various forms of media such as Print ads,
Media Ads, OTT trailers and Product Packs using Emotion AI
technologies - Eye Tracking and Facial Coding

3. In 2021, brands turned to new advertising trends,
packaging designs,video gimmicks, and more
adapted to the new normal of reaching
customers.
Emotions became central to their marketing
messaging as brands tried to grab customer
attention and tug on engagement strings .
Brands had to rethink their marketing strategies,
audience, and marketing intent.

4. Amazon’s Super Bowl LV commercial, which was a 60-second spot,
featured Michael B Jordan as their smart assistant Alexa. It recorded
over 77.7M logins on YouTube, 20.7M views on Twitter, and nearly 12.3M
on Facebook, in hours within the launch.
Yes! The famous Saturday Night Live sketch starring Mike Myers and
Dana Carvey, who play Wayne and Garth revived the sketch, featuring
Cardi B as a celebrity guest who promoted Uber Eats' initiative Eat
Local to one up local independent restaurants across the US.
Dexcom makes an appearance into the Super Bowl lineup with a
30-second spot featuring star musician Nick Jonas. The ad promised
a futuristic glucose monitoring solution.

5. Easter ads of Easter puns, bunny-themed commercials,
and peppy color themes this Easter season.
Be it chocolate bunnies hopping around, Cadbury's Creme
Egg Golden Goobilee, or Target's New Twist on Traditions,
brands tapped into Easter's joyful traditions.
For instance, the Cadbury Creme Egg Golden Goobilee
commercial’s high attention and engagement levels
reveal that the creative was visually appealing, grabbed
eyeballs, and struck an emotional connect with viewers.

6. Ad campaigns haven’t had the best luck at representing
women and reaching them. However, on the eve of
International Women’s Day 2021, trending women-centric
ads were aplenty.
The commercials had a few themes in common such as
emotional, fun, soft, and offbeat narratives.
Mona Singh’s #SheIsCompleteInHerself and Dove's
#StopTheBeautyTest went viral across social media
platforms due to their thought provoking
elements.
This Women's Day, emotions remained the
key to speaking to women customers.

7. In a first-of-its-kind, Dove launched a mind-bending,
powerful theme #StopTheBeautyTest waging war against
India's stereotypes when it comes to marriage and looks of
Indian women and their eligibility to become brides.
Loaded with eye-opening stats and age-old beauty biases
and stereotypes, Dove stood tall and spoke about
'test of beauty', women undertake.
Besides the video ad, Dove floored print
commercials depicting how the Indian
society adjudges women in terms of their
complexion, weight, hair type, height,
and even birthmarks.

8. The much-awaited Tokyo Olympics 2020 finally kickstarted
and brands were ready to woo viewers' attention with
motivational, feel-good, upbeat, and pageantry ads featuring
champion athletes.
Since this sporting event records high viewership and strong
viewer engagement, its crucial for for big brands like
Volkswagen, Coca-Cola, Ralph Lauren, etc., to fight for
customer attention with their powerful ad campaigns.
Entropik's emotion insights unveil that the strong responses
were recorded for commercials with human-centered
narratives. Moreover, a solid likeability element was picked
where the Paralympians shared their real-life stories.

9. Halloween, the festival of candies brings the
best out of brands when it comes to exciting, extra-splurged,
colorful, Halloween-themed packaging designs.
This year, brands floored exuberant, extraordinary designs to
bring customers in, with no holds barred.
From the zombie-themed candies to tangy gummy treats,
Entropik dives into the top 10 candy packs and unlocks the
consumer's emotions.
Best of 2021 Halloween
Candy Packs

10. CIAO
BELLA
After Money Heist became a cultural phenomenon worldwide,
developing a cult-like fan following, Entropik decided to
review its final season’s trailer response
Entropik’s deep dive emotion report decodes frame-to-frame
emotions with emotion spread, affective metrics distribution,
sequence-by-sequence analysis, character analysis, etc.
Be it the Professor’s heart-thumping dialogues, Berlin’s
voiceover cameo, or the wilding fight scenes with the military,
the trailer evoked strong responses from viewers.

11. From Lisa Kudrow's ever-beaming 'My eyes, my eyes!',
usurping chemistry of Ross and Rachel, to the fan favorites
Matt Le Blanc, Matthew Perry, and Courteney Cox,
the reunion special had it all.
Nostalgia element peaked for viewers when short clips from
the popular sitcom started playing.
Entropik's report revealed surprising emotion insights:
Joey's character was a viewers' favorite.
Viewers were highly engaged and attentive while the actors
shared their experiences and enacted iconic scenes from
the show, reveal emotion insights.

12. 72% of consumers say that the pack designs impact their
buying choices
It decodes consumers' unstated emotional responses and
identifies brand loyalty across limited-edition Pepsi Cans.
The emotion analysis revealed consumers' preferences and
identified which Collab Cans could break through the shelf
clutter against the top 3 competitors in a retail setup.
Entropik reviews most popular Pepsi collabs in 2021 -
Money Heist, UEFA Champions League, NFL, and Peeps.
Pepsi collabs 2021 - Limited Edition

13. We all remember when WhatsApp dropped
its newest privacy regulations, and we all got
panicked. At the same time, Signal and
Telegram recorded nearly 4 million users!
WhatsApp promptly turned to print and digital
media to air their Data-Privacy ads for damage
control.
The ads were packed with promises,
"WhatsApp respects and protects your privacy"
and "Respect for your privacy is coded into our
DNA."
Surprisingly, it took to print media and floated
full-page commercials on India's leading print
newspapers.

14. As HBO Max launched the official teaser of Harry Potter's
20th Anniversary, capturing over 4.9 Million views hours
within its launch.
Entropik’s emotion analysis reveals that the intensity of
negative emotions was high as the audience was
nostalgic while watching the trailer
The teaser packed a range of iconic elements
with Harry Potter, along with clear-cut details such as
cast messaging, date, etc
The visual appeal of the teaser and the
attention-gripping element were high compared to
most of the trailers in 2021.

15. From strong creatives, upbeat narratives, to lost
opportunities, every year brands come up with a wide
range of commercials.
Besides, despite the pandemic-era challenges, brands
turned every issue into an opportunity and in 2021
delivered creativity, hope, motivation, laughs,
peppy color themed commercials, and some tears
here and there.
And that’s a wrap on our yearly research insights
across media & Print ads, Teasers, and product packs.

16. Stay tuned to this space for more in-depth emotion insight
into Media Ads, Trailers, Print Ads, Product packs designs
and more.
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respective owners. Entropik Tech was not involved in any commercial engagement for the above study. This was a research exercise
done purely for the purpose of representation only.
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