THE PEOPLE’S JURY: Coca-Cola hits the right note - Coke’s catchy tune plus its all-American look proved appealing

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.

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’

spot.



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



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