THE PEOPLE’S JURY: Andrex pups pull the punters - But the ever-popular dogs shared their top spot with Caffrey’s, Jade Garrett says

It doesn’t come as much of a surprise when an Andrex ad takes the number one spot in the People’s Jury. The public are consistent, if a trifle predictable, in awarding the latest ad an impressive 7.1 points.

It doesn’t come as much of a surprise when an Andrex ad takes the

number one spot in the People’s Jury. The public are consistent, if a

trifle predictable, in awarding the latest ad an impressive 7.1

points.



However, this time the cutsey pups were forced to share the glory with

the latest Caffrey’s ad from WCRS, which also proved very popular with

the jurors.



Each month Campaign selects 20 brands with either new television ads or

old executions back on air, and asks two groups of 500 viewers what they

think of the work.



Those jurors who can remember each ad are asked to give it a mark, from

1 (hated) to 10 (loved). The mean scores are calculated and shown in the

table above. The panel (right) indicates the five brands our jurors said

they would be most likely to purchase or use, an urge not necessarily

related to the advertising.



FCB’s latest spot for Andrex has, of course, retained the loveable

puppies but has updated the work with a James Bond-style theme. The ad

was popular across the board with all jurors but scored its highest

rating with the over-55s, who awarded it a huge 7.8, closely followed by

a 7.7 from female viewers.



The latest Caffrey’s spot retains the familiar Irish theme,

concentrating on the cream ale’s smoothness. The ad is a continuation of

the ’strong words, softly spoken’ campaign. Its biggest fans were men,

both young and old, from the South of England, with viewers in these

categories awarding it 7.2 consistently.



Next, scoring 7.0 points, is the latest Walkers Crisps ad, yet again

starring the ex-England footballer, Gary Lineker. As part of the Walkers

50th birthday promotion, ’bear pile’ features Lineker surrounded by

teddybears.



Viewers are invited to collect ten tokens and send pounds 2.99 to

Walkers in return for their own personalised bear. This ad picked up its

highest rating from female jurors, who gave it a massive 7.3.



There is a big fall in scores to fourth position, shared by two very

different ads. The spots for Heinz Baked Bean Cuisine and the Citroen

Xantia, through Bates Dorland and Euro RSCG Wnek Gosper respectively,

gained 6.0 points each.



Unusually this month, five contenders, all advertising fmcg brands,

shared tenth place with 5.6 points.



Bringing up the rear this week is the new work for Mastercard. The ’big

apple’ and ’pink Cadillac’ spots, through Publicis, aim to position the

card as the consumer’s friend, using the endlines ’in your corner’ and

’on your side’. They share last place with Grey’s work for Nokia Mobile

Phones, scoring 5.1.



There was a certain logic to the propensity-to-buy table this month,

which was dominated by fmcg brands: Andrex (67 per cent), Walkers (66

per cent) and Heinz Baked Bean Cuisine (42 per cent) all made the top

five.



Knorr Stock Cubes, which is not shown in the table, scored 37 per cent

alongside McCain Deep Pizza and Shredded Wheat.



The jury was also consistent in its estimation of the Nokia ad and

L’Oreal Elvive’s David Ginola spot - both scored badly on the propensity

to buy table, with 15 and 18 per cent respectively.



Audience Selection carried out the telephone interviews between 13 and

15 February, selecting 1,000 adults who represent a cross section of the

population by age, class, sex and geography.



SELECTED ADS: FEBRUARY 1998

Rk   Ad campaign                      Agency                     Points

1=   Andrex                           Foote Cone & Belding          7.1

1=   Caffrey’s                        WCRS                          7.1

3    Walkers Crisps                   BMP DDB                       7.0

4=   Heinz Baked Bean Cuisine         Bates Dorland                 6.0

4=   Citroen Xantia                   Euro RSCG Wnek Gosper         6.0

6    Abbey National                   Euro RSCG Wnek Gosper         5.9

7=   British Gas Trading              BMP DDB                       5.8

7=   Somerfield Line and Price        RPM3                          5.8

9    Ready Brek                       Abbott Mead Vickers BBDO      5.7

10=  Horlicks                         Grey                          5.6

10=  Shredded Wheat                   McCann-Erickson               5.6

10=  Kellogg’s Rice Krispies Squares  Leo Burnett                   5.6

10=  Knorr Stock Cubes                BMP DDB                       5.6

10=  McCain Deep Pizza                Bartle Bogle Hegarty          5.6

15   McDonald’s Money for Nothing     Leo Burnett                   5.5

16=  Golden Wonder Pot Snacks         HHCL & Partners               5.3

16=  BT Value Plan Packages           Abbott Mead Vickers           5.3

18   L’Oreal Elvive                   McCann-Erickson               5.2

19=  Nokia Mobile Phones              Grey                          5.1

19=  Mastercard                       Publicis                      5.1

Source: Audience Selection. Further information and copies of the full

results are available. Tel 0171-608 3618

PROPENSITY TO BUY

We asked the people’s jury which of the brands featured in the poll they

were more likely to buy or use

Ad                          % likely

                              to buy

Andrex                            67

Walkers Crisps                    66

Heinz Baked Bean Cuisine          42

McCain Deep Pizza                 37

Shredded Wheat                    37



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