Each month, we assess which brand has had the biggest uplift in Ad Awareness in the past 30 days
This time, Coke Zero Sugar is the brand that has shown the largest improvement.
Coke Zero Sugar’s Ad Awareness score (whether respondents have seen an advert from the brand in the previous fortnight) has improved markedly over the past month. Among all respondents its score has risen from 6% to 17% since early in July.
The campaign was launched as part of a large-scale rebranding exercise, in which ‘sugar’ was added to the product’s title. Company bosses felt that the previous incarnation may have been a tad ambiguous, and that some consumers were unsure about what exactly ‘zero’ referred to.
There has also been a great deal of emphasis on, and indeed controversy about sugar content in, food and drink. The proposed sugar tax appears to have nudged manufacturers to set out what they will do about sugar content in their products. While the precise nature of the ‘sugar tax’ is still to be finally decided, when we surveyed the public in March, over half (56%) agreed with the proposed changes.
But while a large part of the marketing effort was to inform consumers of the product’s sugar content, company bosses still want sales of the drink to increase.
On this front, the early signs are encouraging. Coke Zero Sugar’s Purchase Consideration (whether a respondent would consider buying a brand’s product) has risen from +11 to +16 over the last month.
Company bosses will no doubt be asking how they can turn those that are thinking about buying, in to actual customers.
YouGov Profiles data enables us to better understand this group. Looking specifically at advertising, those that would consider purchasing Coke Zero Sugar are more likely to say posters or billboard advertising help them to become aware of new products or services. What’s more, they are also more likely to say they trust the advertising they see billboards.
The group tends to already be health-conscious. Four in ten (41%) of those that would consider buying Coke Zero Sugar say they tend to count the amount of calories they consume. However, 60% of the group recognise that their diet ‘could be healthier’.
So while it’s clear that the campaign has been registering with consumers, there is an opportunity to convert those that haven’t yet become customers, with a prominent focus on the health benefits of the drink.
Image PA
This article originally appeared in Marketing Week
