No doubt about what product is being advertised here, and being put in a frosty ice bucket not only offers a playfulness with the reader, but directly communicates coolness on a very visceral level. The message is immediate, fun, and compelling. All-in-all, this winsome ad scores well above the norm on both recall and persuasion and is nearly twice as effective as Ad A in attracting readers with an increased interest to buy. This is all-star performance.