Magazine article Marketing

Pepsi Pips Coke in Prompted Awareness

Magazine article Marketing

Pepsi Pips Coke in Prompted Awareness

Article excerpt

Pepsi pips Coke in prompted awareness

Pepsi Cola is beating arch-rival Coca-Cola in terms of prompted advertising awareness, according to surprise results from our six-month summary of Adwatch rankings.

Pepsi is only ahead by three-quarters of 1%, and is easily beaten by Coke in terms of spontaneous recall, but the result is good considering that Pepsi's budget is around two-fifths that of Coke's [pound] 9.1m (Media Register).

Many of the results of our January to June 1990 survey - a foretaste of the full year-on-year results in September - are predictable.

Prompted recall finds British Telecom a clear winner and Maureen Lipman, Bernard Bresslaw et al in one sense justifying the huge dent their salaries have made in our phone bills.

But more intriguing is the huge average recall harvested by BMP DDB Needham's austere AIDS campaign, taking second place. Expert talking heads conveying "just the facts" appear to be more memorable than attempts to rub our noses in a problem - such as Yellowhammer's anti-drug campaign.

The AIDS films also make one appearance in the spontaneous league with a record response of 679 where even the most well-known campaigns struggle to get 50.

The other big surprise in the prompted section is the success of Victor "I bought the company" Kiam. Kiam's grinning endorsements of his own firm Remington seemed to have reached their zenith in 1986 when he appeared as a guest on Channel Four's The Tube. But a 70% recall in June 1990 proves there is life in the old man yet. …

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