This month, Coca-Cola is the brand that has achieved the biggest uplift in Ad Awareness in UAE with an ad that has found particular resonance among young people.
In recent months, Coca-Cola has released advertising that has made an impression across the Middle East. At the end of February, it issued new art directed print and outdoor ads portraying people as the bubbles in Coke. The artwork featured three classic Coca-Cola mediums—the bottle, the bell glass, and the cup – and the brand’s global tagline, 'Taste the Feeling'.
The adverts have made an impact among the UAE population. YouGov BrandIndex shows that Coca-Cola’s Buzz score – which measures whether someone has heard something positive or negative about a brand in the past two weeks – peaked at +11 in mid-March, a couple of weeks after the launch of the posters.
YouGov finds that Coca-Cola’s campaign has found particular resonance among 18 to 34 year-olds. This age group saw the biggest increase in Buzz throughout March, with the brand seeing scores of +13 in the middle of the month.
The data also shows that the number of people recalling an advert from Coca-Cola also improved. Its
Ad Awareness score among UAE residents steadily rose throughout March, with Coca-Cola reaching its highest point on the 1st of April.
The bubbles campaign caps a positive few months for the soft drinks brand in the region. Last November, Coca-Cola released an upbeat advert with the theme of women driving in Saudi Arabia, which also hit home. This ad drove a notable uplift in Buzz among people in KSA around the time of its release. This was especially the case among women, whose Buzz scores rose by over +15 points.