May 31st, 2021, Aishwarya Dabhade
Vimto wins the YouGov Ad of the Month for May after registering the most significant spike in Ad Awareness scores out of any brand in the UAE.
Data from YouGov’s BrandIndex reveals that the beverage brand’s Ad Awareness rose five points from 18% on April 25 to 23% on May 24.
It is no surprise to see the sharp uptick in the soft drink brand’s Ad Awareness scores after Ramadan. During the festive month, Vimto is usually a staple in the groceries list of many people in Middle Eastern countries. The brand has positioned itself as the drink of choice to accompany an Iftar meal.
In April, Vimto had released several videos on its social media sites introducing recipes to capture the mood around Ramadan. The brand also tried to widen its appeal by encouraging consumers to recycle used bottles. They posted a video introducing ideas around how to convert Vimto bottles into colourful DIY décor props. This video released in the last week of April attracted more than two million views on YouTube.
Data from YouGov BrandIndex also suggests that throughout May, Vimto’s Current Customer scores grew as well. When asked, ‘Have you purchased a beverage from any of the following beverage brands in the past 30 days?’, 23% of people in UAE chose Vimto on March 28. The score rose to 30% by May 26. The Awareness score too has seen a decent rise from 64% at the end of April to 68% by the end of May.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. Vimto’s Ad Awareness score is based on the question: Which of the following brands have you seen an advertisement of? Scores are based on an average daily sample size of 681 adults in UAE between April 25 to May 24. Figures are based on a 4-week moving average. Learn more about BrandIndex.