Brand barometer - Player power gives Robinsons a boost

Pre-Wimbledon campaign featuring Henman and Murray has positive impact for squash brand.

With the World Cup in full swing and the nation gripped by footie fever, you could be forgiven for not noticing that the 2006 Wimbledon Championships has begun.

The timing, plus the fact that no British player is seeded and therefore unlikely to progress any meaningful distance, could worry advertisers, sponsors and broadcasters.

In the run-up to this year's championship, Robinsons - Britvic's soft drinks brand that is almost synonymous with the tournament - has been playing the long game by giving away "unique Wimbledon experiences" (including an overnight stay in a five-star hotel, transfers to Wimbledon, behind-the-scenes tour and full hospitality) every day with Wimbledon promotional bottles.

Robinsons has also released its first Wimbledon-specific TV ad for 14 years - although it has run tennis ads in the interim - teaming perennial gallant loser Tim Henman with up-and-coming Scotsman Andy Murray. The ad shows the players jostling with Joe Public to get into the tournament.

However, poor Tim is stranded outside as young Murray glides in. The ad finishes with the strapline "To improve your chances of getting into Wimbledon, just add Robinsons".

The campaign ran from 22 May until 26 June, the start of the championships. YouGov's BrandIndex shows it has had a positive impact on several aspects of the brand, with "buzz" up four points, from +5 to +9, and quality rating rising from +22 to +27. More importantly, the overall index score rose three points, peaking at +25, before falling away slightly as the campaign closed. But it's not all good news for the squash brand.

Although it may have wholesome attributes, the spectre of parent company Britvic seems to hover uneasily in consumers' minds. The backlash against fizzy, sugared drinks and the rise of the "more healthy" smoothies has hit the brand hard and is perhaps the reason Robinsons' corporate reputation score dropped three points while the ad aired, recovering as the campaign drew to a close. Overall? Game, set and match to Robinsons - but only after a nervy tie-break in the fifth.


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.


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