June 18th, 2024, Bhavika Bansal
According to data from YouGov BrandIndex - which monitors consumer perceptions toward brands daily – Lynx, Oral-B, and Santander made the biggest gains in Ad Awareness in the UK for the month of May 2024. Ad Awareness asks consumers if they have seen an advertisement for the brand in the prior two weeks, and the difference between a brand's low and high scores for the month determines our Advertisers of the Month.
YouGov's monthly analysis indicates that male grooming brand Lynx saw a rise of 7.2 points in its Ad Awareness score, the highest of all brands for the month. It saw a jump from 10.7% on April 26 to 17.9% on May 24.
Earlier this month, Lynx tapped into its dark side with two new offbeat ad spots to highlight Lynx Blue Lavender, the standout new scent from its Fine Fragrance Collection. Developed by creative agency Lola-MullenLowe, "Funeral" and "Robbery" pay homage to the brand's historic creative as part of the brand's ongoing ‘The Power of a Fragrance’ platform.
In second place, oral hygiene brand Oral-B saw its Ad Awareness score improve by 7.1 percentage points, from 16.1% on April 24 to 23.2% on May 25. The brand's parent company Procter & Gamble, a worldwide Olympic and Paralympic Partner, recently unveiled plans to spotlight more than 30 high performing household and personal care brands during the 2024 Paris games. These promotions include Olympic-inspired brand marketing, in-store and online retail campaigns, brand-sponsored athlete partnerships, and complimentary services in the Athletes’ Village during the events. As part of these promotions, the Dental Clinic with Oral-B is set to offer more than 22,000 participating athletes access to general and emergency dental services with high-performance Oral-B toothbrushes, toothpastes and oral care education.
Rounding out the top three Advertisers of the Month for May 2024 is Santander. The brand saw its Ad Awareness score move up 6.8 points, from 10% on April 28 to 16.8% on May 25. Santander’s ‘honorary’ CEOs Ant and Dec, who now head the fictitious rival Bank of Antandec, are back to promote the bank's new 'Edge' current account, joined this time, by veteran broadcaster Jon Snow. The multi-channel campaign has also been supplemented with a PR-led personal finance press campaign and a slew of new striking OOH installations across urban public areas including Westfield London, Piccadilly Lights, Imax, Oxford Circus, Waterloo and in strategic sites in Liverpool, Hull and Newcastle.
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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?” and delivered as a percentage. The data is based on the interviews of UK adults aged 18+ between August 25 and September 25, 2022. 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.