Coca-Cola has, once again, delighted the punters, this month
topping the People’s Jury table with a very respectable 6.9. It made
number one in December with the cutesy polar bears spot and is back with
another ’always Coca-Cola’ execution.
Each month Campaign selects 20 brands with either new TV advertising or
old executions that are 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.
Coca-Cola, with its familiar jingle, distinctive bottle tops, plenty of
back-to-front baseball caps and high-fives all round, achieved excellent
figures across the board with all our interviewees, although it was
noticeably more popular with women (7.4).
Next, scoring a healthy 6.7, was Lowe Howard-Spink’s Weetabix ’vet’
This is the second ad in a series aiming to portray Weetabix as a food
that can be eaten outside breakfast time. Like its predecessor,
’motoring school’, the film uses a reworking of Gloria Gaynor’s disco
anthem, I Will Survive, as its soundtrack. The spot was best liked by
the over-55s, who gave it a whopping 7.2, and was marginally more
popular with women and people in the North of England.
Although the mass of Christmas advertising has only just faded from
memory, the first Easter work hit television screens this month in the
guise of a Cadbury’s Creme Egg spot by BDDP GGT. The film stars Matt
Lucas, alias George Dawes from the hit BBC 2 comedy quiz show, Shooting
Stars. The work, which made it to third place with 6.6, is a
continuation of the long-running ’how do you eat yours?’ theme. While it
proved popular with most jurors, the work was, unsurprisingly, slightly
better liked by 15- to 34-year-olds - the age group most likely to be
familiar with the comedic style of Vic Reeves and Bob Mortimer.
As you would expect from a January poll, the list also includes a couple
of ads for tour operators.
The BDDP GGT spot for Thomas Cook performed better than the WCRS work
for Lunn Poly, but both proved more popular with the older jurors than
with their young counterparts.
Bringing up the rear (and not for the first time) was the National
Lottery Instants work from Saatchi & Saatchi, which achieved a poor 5.4.
The series of four 20-second ’if you’re game, we are’ commercials shared
last place with Delaney Fletcher Bozell’s work for Ambrosia.
There was a certain logic to the propensity to buy table this month,
which was dominated by fmcg brands. Coca-Cola (58 per cent), Weetabix
(57 per cent) and Cadbury’s Creme Eggs (50 per cent) all made the top
five in both the popularity and propensity to buy tables. One of the ads
to finish bottom of the likeability table was for the product which
jurors said they were most likely to buy - National Lottery Instants.
People may hate the commercials but it won’t stop them scratching.
Audience Selection carried out the telephone interviews between 16 and
18 January, selecting 1,000 adults who represent a cross section of the
population by age, class, sex and geography.
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
SELECTED ADS: JANUARY 1998
Rank Ad campaign Agency Points
1 Coca-Cola Publicis 6.9
2 Weetabix Lowe Howard-Spink 6.7
3 Cadbury’s Creme Eggs BDDP GGT 6.6
4 Boots Christmas J. Walter Thompson 6.4
5= Abbey National Banking Euro RSCG Wnek Gosper 6.2
5= Pizza Hut Sicilian Abbott Mead Vickers BBDO 6.2
5= Daewoo Duckworth Finn Grubb Waters 6.2
5= HP Sauce Young & Rubicam 6.2
9 Volvo T4 Abbott Mead Vickers BBDO 6.1
10 Halls Soothers J. Walter Thompson Manchester 6.0
11 Thomas Cook BDDP GGT 5.9
12= Kellogg’s Special K J. Walter Thompson 5.8
12= Kleenex for Men Foote Cone & Belding 5.8
12= Tango Orange HHCL & Partners 5.8
15= Toyota Avensis Saatchi & Saatchi 5.7
15= Alka Seltzer Abbott Mead Vickers BBDO 5.7
17= Sony Playstation TBWA Simons Palmer 5.5
17= Lunn Poly WCRS 5.5
19= Ambrosia Christmas Delaney Fletcher Bozell 5.4
19= National Lottery Saatchi & Saatchi 5.4
Source: Audience Selection.
Further information and copies of the full results are available.
Tel 0171-608 3618