People Don't Recognize Beyoncé In Ads Unless She's Blonde

Apparently, we prefer Beyoncé blonde.
Last week, H&M released two similar new ads to promote its beachwear collection featuring the African American singer. In one of the spots, Beyoncé sports a black string bikini and a waist length platinum blonde hairdo. In the other, she wears a wet, figure-hugging mini-dress, her long locks a rich brunette. She performs the same song in both commercials.
According to a study conducted by AceMetrix, the ad showcasing Beyoncé as a blonde scored significantly higher, with 9% more people referencing the singer by name after seeing the spot.
It appears that Pepsi has already conducted its own research on the likeability of Beyoncé’s various hair colors. In a spot that the beverage company released last month, the pop star is unapologetically blonde as she struts her stuff for the soda brand.
Curiously, while the H&M spots scored well with both men and women, the Pepsi ad was mostly favored by women. But then again, Beyoncé wears neither a bikini or wet dress for Pepsi.

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