Iceland's rebranding sparks positive consumer response

In April, Iceland revamped its slogan from 'That's why mums go to Iceland' to 'That's why we go to Iceland' to broaden its appeal and acknowledge that all consumers frequent the supermarket. This strategic shift aimed to highlight its growing customer base.

We turn to YouGov BrandIndex, a platform that tracks and measures brand health and consumer perceptions, to gain insight into how consumers perceive and respond to brand-related communications and events surrounding a brand.

Following the slogan change, Iceland experienced a noticeable uptick in Ad Awareness, reflecting a 5.2 percentage point increase. The metric indicates if consumers have seen an ad for a brand in the past two weeks.

Additionally, the brand's Buzz score, which tracks whether consumers have heard positive or negative things about a brand, has steadily improved following the launch of the new campaign. This rebound in consumer buzz suggests a positive response to Iceland's updated messaging.

And perhaps most important of all, consumer Consideration for Iceland improved during this period. Iceland registered an uptick in consumers considering purchasing from the brand, going from 13.6 points on April 19 to 17.1 on May 5.

While the long-term impact remains to be seen, these early findings suggest that Iceland's rebranding efforts are resonating well with a broader consumer base and moving the brand in a positive direction.

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