November 17th, 2023, Clifton Mark
Nespresso, Desjardins and Winners are Canada’s Advertisers of the Month for October 2023. This means that these brands showed the largest increases in Ad Awareness for the month of all the brands tracked in BrandIndex. Ad Awareness measures how many consumers have seen an ad for a brand in the past two weeks.
The coffee pod company Nespresso is Canada’s top Advertiser of the Month for October, moving from 17.7% Ad Awareness to 22.5% for a gain of 4.8 percentage points. This rise may be related to celebrity-collaborations with actors such as Simone Ashley, Julia Garner and George Clooney. Nespresso’s social feeds combine traditional video ads with influencer partnerships. Big Black Friday discounts may also account for some of the brand’s improvement in Ad Awareness.
Desjardins is trying to show how big-hearted it is with a new fairy-tale style ad. The video spot depict a giant Desjardins agent helps people around the town by pushing buses and lifting trees. Exposure from this ad, created by agency BleuBlancRouge, helped to raise the insurer’s Ad Awareness score from 12.5% to 16.9% in October.
Canadian off-price department store Winners is the third Advertiser of the Month for October, rising from 23.6% Ad Awareness to 27.7%, for a gain of 4.1 percentage points. Winners is a well-known Canadian name and is also a favourite of shopping-based influencer content with many independent creators posting the hauls and finds. The store capitalizes on this by posting influencer collaborations on their official social feeds. Winners, of course, also promotes its brand using its own video content.
Canada’s Advertisers of the month for September, 2023
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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 Canada from September 26 and October 25, 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.