Vimto is YouGov’s March advertiser of the month, with a strong uplift on the back of its Ramadan campaign.
Soft drinks brand Vimto achieved the biggest increase in Advertising Awareness for March 2022 of all the brands YouGov tracks in the Kingdom of Saudi Arabia (KSA). According to data from YouGov BrandIndex, which tracks daily perceptions toward various brands, the beverage company saw an uplift of 12.5 percentage points throughout the month, earning it the title of Advertiser of the Month.
The brand’s recent spike in Ad Awareness coincides largely with the campaign launched in the run-up to the holy month of Ramadan. This year the campaign focuses on the various ways Vimto can be incorporated into the celebration, not just as a drink and in food but also how the bottle can be used as decoration and DIY art.
Over the course of this period, Vimto has also registered a slight uptick in its Consideration scores, which measures the share of people that would consider purchasing from a brand when they’re in the market next. The brand’s score rose from 20.7 to 23.2, an indication that the campaign has connected with audiences.
BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” and delivered as a percentage. The data is based on the interviews of adult residents of the KSA aged 18+ between February 28 and March 27, 2022. Learn more about BrandIndex.