Many of the top-selling beer brands have been losing sales volume, as recession-stricken consumers have cut back their alcohol consumption or sought out cheaper brews. But that hasn’t stopped leading brands form launching new ads this NFL season. In fact, Miller Lite, Coors Lite and Bud Light have all moved up in buzz score with men over 21, per market research firm YouGov.
The Brandweek BrandIndex Report by YouGov is a weekly consumer perception report that analyzes the most talked about brands based on buzz: The scores are based on weighing positive and negative perceptions of a brand. A +100 score is positive, a -100 score is negative, and a rating of zero means that the score is neutral. This week’s report also measures consumer willingness to recommend a brand.
YouGov interviews 5,000 people each weekday from a representative U.S. population sample. Respondents are drawn from an online panel of 1.5 million individuals.
The report spotlights:
• Beer brands
• Quaker Oats
Beer Brands Eye NFL Fans
The 2010-2011 NFL season has kicked off with an onslaught of new beer advertising.
In several major cities, MillerCoors has been tinkering with its product longevity by offering a new $20 draft beer box that keeps the product fresh for about 30 days. Both Miller Lite and Coors Lite are served in 1.5-gallon Home Draft boxes.
Leading up to kick off time, Coors Lite has improved the most, jumping from 36.7 at the beginning of August, leapfrogging the other two brands, and ending up at its current score of 53. Bud Light spent most of August in the low to mid 30s but then took off just before Labor Day, hitting 45.9 in time for the first game. Miller Lite hit a peak around Labor Day at 51.1 and has since drifted down slightly.
Showcasing models such as the electric-powered Leaf, the sports crossover Juke, Altima, 370Z and Maxima, each ad makes a bold statement about the company’s history of accomplishments: Brake override systems in every vehicle, smartphone apps, recycled materials and air purifiers.
Nissan’s recommend score, measuring brand loyalty, made a sharp leap from 49 to 65 during its first five days. Its score then settled at 58, widening the gap between it and Toyota.
Quaker Oats ‘Wakes Up’ Consumers
On Sept. 1, the iconic Quaker Oats brand unleashed a major integrated campaign directed at health-conscious Americans with the tagline, “Does Your Breakfast Make You Amazing?”
A 60-second spot, dubbed “Wake Up, America,” spot shows everyday people such as a welder, a jogger and a figure skater in their morning routines, connecting the legacy of having a satisfying breakfast to a great start to the day. Quaker set up an accompanying Facebook page where users can share their thoughts on “being amazing” and get a coaching session with reality star Bob Harper.
The campaign has driven Quaker Oats’ buzz score for women over 18 past its two breakfast rivals—Kashi and Fiber One—moving from 17.6 on Aug. 27 to 24.2 on Sept. 10. During the same campaign period, the two competing brands lost a little ground on buzz, although Kashi has since recovered.