December 7th, 2022, Clifton Mark
Canada’s Advertisers of the Month for November are Old Navy, Nescafé and Mark’s, meaning that they showed the largest increase in Ad Awareness for the month of all the brands we track. Ad Awareness, tracked by YouGov BrandIndex, is a measure of the proportion of consumers that have seen an advertisement for a given brand in the past two weeks.
Affordable clothing brand Old Navy launched its “sorry not sorry” holiday campaign right at the end of October. This includes “jingle jammies” TV spots featuring holiday pajamas, as well as an ad starring actor Jennifer Coolidge who won an Emmy for her work in The White Lotus. The campaign helped raise Old Navy’s Ad Awareness 6.5 points from 18.2% to 24.7%.
Canada’s second Advertiser of the Month is Nescafé, which moved from 11.3% Ad Awareness to 17.6% for a total gain of 6.3 percentage points. The coffee brand’s “World Says Coffee” spot went live on October 24 and shows a montage of how people around the world, from street vendors to families, prepare and enjoy Nescafé. The spot was made by Canadian creative agency Courage. November’s bump in Ad Awareness is likely also related to the launch of Dolce Gusto Neo, Nescafé’s new coffee pod machine. Neo’s pods are paper-based, making them compostable at home.
Mark’s, formerly Mark’s Work Wearhouse, rose from 16% Ad Awareness to 21.9%, for a spike of 5.9 points. This chain of clothing stores, founded in 1977 in Calgary Alberta, specializes in casual and industrial wear. Mark’s has been a subsidiary of Canadian Tire since 2002. Its bump in Ad Awareness could be related to a new video ad for its IceFX line of anti-slip winter boots. The ad contrasts slapstick-style slipping caused by other boots to the confident gait provided by Mark’s IceFX line.
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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?” Data from surveys of adults aged 18 years and above residing in Canada from October 26 and November 24, 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.
Photo by Jason Leung on Unsplash