April 5th, 2023, Kineree Shah
Vimto saw the most significant growth of all KSA brands in Ad Awareness scores for the month of March, according to data from YouGov BrandIndex. The brand was followed by Panda at number two and Tang at number three, making them our top three Advertisers of the Month in KSA.
Ad Awareness reflects the share of consumers who say they have seen an advertisement for a brand in the previous two weeks, and the difference in scores (highest vs. lowest) for the month determines our Advertisers of the Month.
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Vimto's latest campaign focuses on the brand's strong connection with the holy month of Ramadan. The popular drink has become a go-to choice for Iftar, the evening meal when Muslims break their fast. The brand's heartwarming video depicting a family enjoying Vimto during Ramadan has garnered over 16 million views on YouTube, capturing the essence of the festive season. As per YouGov BrandIndex, Vimto's Ad Awareness metric has increased by 9.7 percentage points, from 17.3% on February 26 to 27% on March 25.
Panda, the renowned retail brand, has secured the second spot on YouGov's March Advertiser of the Month in KSA. To mark Ramadan, Panda has been consistently promoting daily discounts and offers on its Twitter and Instagram handles, keeping consumers engaged and excited. Panda's Ad Awareness metric has witnessed a substantial surge of 7.4 percentage points, climbing from 20% on February 27 to an impressive 27.4% on March 25.
Ranking third on our list is Tang, another popular drink during Ramadan. The brand launched a campaign called 'My Extra Hour'. It's a 30-day program designed for children, packed with engaging activities related to Ramadan that promote patience and empathy. Participants who successfully complete all the activities stand a chance to win six free tickets to the Museum of the Future. Tang saw an increase of 7.1 percentage points in Ad Awareness from 12% on February 26 to 19.1% on March 23.
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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 the KSA from 26 February to 25 March 2023. 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.