US Advertisers of the Month for February 2025: Doritos, Poppi and Cheerios

February’s top US Advertisers of the Month are Doritos, Poppi, and Cheerios, each exhibiting significant increases in Ad Awareness as tracked by YouGov BrandIndex. Ad Awareness measures the percentage of consumers who have seen an advertisement for a brand in the past two weeks.

Doritos leads with a notable rise in Ad Awareness, moving from 26.9% to 33.9%, an increase of 7.0 percentage points. This surge is attributed to Doritos’ revival of its “Crash the Super Bowl” contest, where fans submitted their own commercials for a chance to be aired during the big game. The winning ad, titled “Abduction,” humorously depicts an alien encounter over a bag of Doritos, resonating with audiences nationwide.

Poppi follows with a 6.6 percentage point increase, rising from 9.2% to 15.8%. This growth is linked to Poppi’s Super Bowl debut with its “Soda Thoughts” commercial, featuring social media personalities Alix Earle, Jake Shane, and Rob Rausch. The ad was the most impactful of the big game broadcast, according to YouGov’s Super Bowl ad impact report.

Cheerios rounds out the top three with a gain of 6.3 percentage points, increasing from 18.4% to 24.6%. This boost in Ad Awareness may be linked to Cheerios’ recent introduction of Cheerios Protein, a new cereal variant aimed at health-conscious consumers seeking higher protein content in their breakfast options. The “Good Mornings: Try New Cheerios Protein” campaign highlights the benefits of this new product, contributing to increased visibility and consumer interest.

Read about January’s Advertisers of the Month.

Methodology: YouGov BrandIndex collects data on thousands of brands daily. 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 is derived from surveys of US adults aged 18 years and above, covering the period from January 26 to February 25, 2025. Ad Awareness scores are based on a four-week moving average, and changes are calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.