MENA’s top advertiser for January: Which brand dominates the charts in multiple markets?
7Up registered the most significant increase in Ad Awareness for January 2024 of all the brands we track in the Kingdom of Saudi Arabia, making it the Advertiser of the Month.
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 Advertiser of the Month.
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Beverage company PepsiCo recently updated the logo for 7Up and initiated a new advertising campaign across out-of-home (OOH) and digital platforms.
This rebranding has perhaps played a role in driving Ad Awareness score upwards by 7.3 percentage points in KSA, going from 23.6% on December 28 to 31.0% on January 25.
The soft drink brand came up top not just in one but two markets in the MENA region claiming the title of Advertiser of the month in UAE too.
Data shows 7Up’s Ad Awareness scores increased by 10 percentage points in UAE, rising from 23.3% on December 27 to 33.3% on January 24, 2024.
Judging from the strong Ad Awareness results, the brand has, at the very least, succeeded in connecting with the audience in both markets and lingering in their memories.
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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 KSA and UAE from December 26, 2023, and January 25, 2024. 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.
Image: Getty Images