Thailand Advertiser of the Month: Oral-B

Oral-B has registered the biggest increase in advertising awareness in Thailand for the month of July 2022, of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that Ad Awareness of the toothbrush and paste-maker saw an uplift of 9.7 percentage points over the four-week period.

From June 24 to July 23, Oral-B Thailand ran a promotion on their cross-bristled ultrathin toothbrush at 7-Eleven stores – which retailed at 55 baht, down from the usual 79 baht – which saw local actor “James” Jirayu Tangsrisuk appear in advertisements on this special offer. Additionally, Oral-B Thailand also partnered with supermarket chain Lotus’s to offer discounted prices on their toothbrush products during the month, according to posts on its Facebook page.

According to data from YouGov BrandIndex, Oral-B’s Ad Awareness score rose from a low of 21.1% on 26 June to a high of 30.6% by 21 July. Ad Awareness is a BrandIndex metric that measures the percentage of people who have seen adverts from a particular brand in the previous two weeks.

Additionally, Mondelez International’s cookie brand Oreo recorded a 9.3-point spike in Ad Awareness from 23.8 on 28 June to 33.1 by 23 July, while food delivery provider foodpanda saw its Ad Awareness climb 9.0 percentage points from 28.5 on 26 June to 37.5 by 19 July.

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Methodology: YouGov 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?” (% Yes). Data from surveys of adults aged 18 years and above residing in Thailand from 26 June to 25 July 2022. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.