Brand Barometer - Lime is giving Coke a sharper edge

Coca-Cola's new brand uses reworking of Harry Nillson's 1970s tune to tempt young tastebuds.

Media spend (pounds) Apr 06/prev 12 months

Outdoor: N/A - 61,155

Press: N/A - N/A

Radio: N/A - N/A

TV: 0 - 537,016

Source: Nielsen Media Research

In the last year, a variety of colas with fruit flavours have hit the market: colas with added lemon, the return of Cherry Coke - last popular in the 1980s - and now new Coke with Lime.

To promote its new product, Coca-Cola is using its successful advertisement from the US launch of Coca-Cola with Lime last year.

The ad uses the catchy 1970s track Coconut, by Harry Nillson, but twists the lyrics, so instead of "You put the lime in the coconut", they read "you put the lime in the Coke, you nut", while showing Coke with Lime going from an idea in Coke's research labs to the board for approval and on to the production line.

Catchy songs have long been a basis for successful ads, and many songs have become hits on the back of being used in ads - for example, Andy Williams's Music to Watch Girls By was re-released and made the top 10 after being used in a Fiat ad in 1999.

And it's not the only Coke ad to be using music to cause a stir.

The soft drinks behemoth hit the headlines last month after ultra-cool rock star Jack White, lead singer of the White Stripes, starred in a one-off 100-second ad aired the Saturday before last on Channel 4. Coke was expecting an estimated 700,000 people to tune in for the late-night ad.

While figures are not in for that particular piece of marketing prowess, BrandIndex shows that Coke's Lime ad has certainly been noticed.

Coke's "buzz" rating - the proportion of people who have heard something good about Coke in the last couple of weeks minus the proportion of people who have heard something bad - is up from -2 to +6 since the ad first aired, and general impression of Coke is up three points to +9.

Perhaps, more importantly, considering Coke's target market, while the music may be from before their time, the ad is appealing to younger people.

Among under-40s Coke's buzz is up from 0 to +9, while its general impression shoots six points to +16.

METHODOLOGY: YouGov's BrandIndex is a daily measure of public perception of more than 1,100 consumer brands across 32 sectors, measured on a seven-point profile, with data delivered next day.

YouGov interviews 2,000 people each weekday, more than half a million interviews per year.

This means you can spot trends as soon as they happen, not when it's too late. Respondents are drawn from an online panel of more than 130,000.

The score is the net rating: people are asked to identify the brands to which they have a positive response, and then those to which they have a negative response, to whatever is the prompt measure. The net score is the positive minus the negative.

Each is taken independently - in any one survey, any individual respondent is asked about only one measure for the sector, not all seven. Therefore, none of the readings influence each other within the survey.

YouGov stresses the importance of this. The seven measures that make the complete profile are below.

1. Buzz

2. General impression

3. Quality

4. Value

5. Satisfaction

6. Recommend

7. Corporate reputation

In addition, Brand Index supplies an overall index score.

www.brandindex.com

Contact: sundip.chahal@yougov.com.

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