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Dove, Best in Super Bowl XL Advertising, according to Kellogg School of Management Faculty and MBA Students

2/5/2006 - EVANSTON, Ill., – While the Pittsburgh Steelers celebrate their Super Bowl XL victory, some advertisers are celebrating a victory of their own. Dove scored the highest among students and faculty ranking ads at the Kellogg School Super Bowl Advertising Review.

“Despite the upcoming Olympics, the Super Bowl continued to attract top advertisers this year,” said Kellogg School of Management Clinical Associate Professor Tim Calkins, who spearheaded the Review. “As always, some brands came through as obvious winners, because they met the mark on key factors such as branding, strength and creativity. There were also advertisers that fell short.”

During Super Bowl XL, advertisers paid up to $2.6 million for a 30-second chance to debut innovative commercials in front of America 's largest audience. For the second year, marketing faculty and members of the Kellogg Marketing Club convened in Evanston, Ill., to watch the event, rate the advertisers on a series of predetermined criteria and produce a final ranking of the most – and least – successful efforts from this year's Super Bowl.

Six advertisers, listed alphabetically, were awarded a grade of “A” by the Kellogg School Review panel: Budweiser/Bud Light,, Diet Pepsi, Dove, MasterCard and Michelob. Dove was the highest ranked advertiser, followed by “The Dove spot was not a typical Super Bowl commercial, but it really broke through,” said Calkins. “ continued with the chimps campaign launched at last year's Super Bowl, but they strengthened delivery of the core message – has more jobs.” Bud Light's “Magic Fridge” ad was the strongest individual spot on this year's Super Bowl.

The Kellogg School Review panel awarded a grade of “B” to five advertisers: Disney, FedEx, Ford, Sharpie and Sprint.

The panel had significant concerns about the advertising efforts for the lowest ranked advertisers: Emerald Nuts, Fidelity,, Motorola and Nationwide. The students felt these ads did not break through creatively, or featured unclear messaging or branding.

The 35-member panel ranked each advertiser based on the following criteria: breakthrough, branding, likeability and persuasiveness.

About Tim Calkins

A clinical associate professor of marketing at the Kellogg School since 1998, Calkins teaches courses in marketing strategy and acts as co-academic director of the school's branding program. Each year, he provides a well-received Super Bowl advertising review for students, Kellogg School alumni and Harvard Business School alumni. Calkins is co-editor of Kellogg on Branding (John Wiley & Sons, 2005) and the author of numerous Kellogg case studies.

Prior to his academic career, Professor Calkins worked at Kraft Foods for nearly 11 years. He stays connected to the private sector today by consulting for major corporations around the world on marketing strategy and branding issues, and is the managing director of Class 5 Consulting, a marketing strategy firm.

About the Kellogg Marketing Club

The students serving on the panel belong to the Kellogg Marketing Club, which provides students with academic, recruiting and networking assistance to prepare for marketing careers.

About the Kellogg School of Management

The Kellogg School of Management at Northwestern University was founded in 1908 and is widely recognized as a global leader in graduate business education. The school, located outside of Chicago, is home to a renowned, research-based faculty and MBA students from around the globe. The Kellogg School includes the Full-time, Part-time and Executive MBA programs and the non-degreed Executive Education Program. The school offers three joint degree programs: the JD-MBA, MD-MBA and MEM-MBA. Additionally, the Kellogg School of Management has alliances with business schools in Europe, Asia and Canada.

The Kellogg-Miami EMBA Program uses the same successful methods that are the foundation of the existing Kellogg School North American EMBA programs held on the Northwestern University campus. The Kellogg School also offers joint-degree EMBA programs in partnership with established universities around the world that will interface with the Miami program. In addition to its Executive MBA programs, the Kellogg School offers full-time and part-time MBA programs and a non-degreed Executive Education program.