Singapore Advertisers of the Month for Feb 2025 – Samsung, Nissin and Oreo

In February 2025, Singapore's top advertisers — Samsung, Nissin, and Oreo — achieved notable 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.

Samsung led with a significant rise in Ad Awareness, moving from 30.9% on January 26 to 40.8% on February 20, an increase of 9.9 percentage points. This surge is attributed to the global launch campaign for the Galaxy S25 Series. The campaign positions Galaxy AI as an indispensable tool in daily life, featuring a hero product film and six commercials that highlight the new features of the S25 Ultra. The integrated approach emphasizes social engagement and showcases the phone's AI capabilities in everyday scenarios.

Nissin followed with an increase of 7.3 percentage points, rising from 6.4% on January 31 to 13.8% on February 19. This growth is linked to the Nissin Cup Noodles x Blue Lock Redemption Campaign 2024, which ran from December 1, 2024, to February 16, 2025. The campaign offered consumers a chance to redeem a Blue Lock x Cup Noodles XI shirt with the purchase of 30 Nissin Cup Noodles or Nissin U.F.O. products, encouraging bulk purchases and brand engagement.

Oreo rounded out the top three with a gain of 6.9 percentage points, increasing from 16.6% on February 1 to 23.5% on February 18. The brand's Ad Awareness boost is likely driven by the "Dunk your craving" campaign which repositions Oreo beyond its traditional family image. It targets young adults' desire for indulgent snacks through films and social media presence.

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?” (% Yes). Data from surveys of adults aged 18 years and above residing in Singapore from 26 January to 24 February 2025. 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.