January 6th, 2023, Lesley Simeon
Alcoholic beverage brand, Truly Hard Seltzer, has named Ogilvy as its creative agency. The WPP agency replaces incumbent Goodby Silverstein, which has handled the account since winning it in November 2019.
How has Truly Hard Seltzer performed with Goodby Silverstein as its creative agency?
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - the beverage brand’s Consideration, Current Customer and Ad Awareness have grown from November 2019 onwards.
The company’s Consideration metric - which indicates how many consumers are considering purchasing from the brand, when next in market - has recorded the most growth in comparison to the other metrics studied here. It has grown from 4% on 7 November 2019 (when Goodby Silverstein was named the agency of record) to 7% on 3 January 2023.
Truly Hard Seltzer’s Ad Awareness scores - which indicate how many and which consumers are noticing the brand’s advertising - has gone from 3% on 7 November 2019, to a high of 7% in August 2022, before dropping to 4% on 3 January 2023.
The brand’s Current Customer metric increased one point through the same time period.
Truly Hard Seltzer’s Buzz metric - which measures whether consumers are hearing more positive or negative things about the brands -increased from a net score of 2 on 7 November 2019, touched a high of 5 in July 2022, before resting at a net score of 2 again on 3 January 2023.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Truly Hard Seltzer’s Consideration score is based on the question: When you are in the market next to purchase alcoholic beverages, from which of the following would you consider purchasing? and delivered as a percentage. It’s Ad Awareness score is based on the question: Which of the following alcoholic beverage brands have you seen an advertisement for in the past two weeks? and delivered as a percentage. It’s Current Customer score is based on the question: Have you purchased from any of the following alcoholic beverage brands in the past 30 days? and delivered as a percentage. It’s Buzz score is based on the question: Over the past two weeks, which of the following alcoholic beverage brands have you heard something positive/negative about? and delivered as a net score between -100 and +100. Scores are based on an average daily sample size of 1688 US adults between 1 November 2019 and 3 January 2023. Figures are based on a four-week moving average. Learn more about BrandIndex.
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