Brand Barometer - Magners' images continue to resonate

With the new television campaign and the warmer weather, it seems Magners is on the rise again.

Magners Irish cider was the success story of 2006 on BrandIndex, soaring from obscurity at the beginning of the year with ratings glued around zero, toreach heights of buzz at +13 and index scores consistently around +7.

Its multimedia campaign, which included massive outdoor activity, won a whole host of awards for its impact and palpable influence on consumers.

Sales of Magners grew 225% last year and it led to a new wave of popularity for cider, with desperate copycat rivals frantically rushing to market, hoping to piggyback on the Irish company's success.

Its advertising dropped away over the winter (after all, who wants to drink cider with ice when it's freezing outside?) and its buzz rating dropped accordingly, back down to around +6. However, it seems the sturdy brand-building exercise of the summer's activities had done its job, as the overall Index for Magners remained rock steady, despite there being little in the way of advertising.

Now, with the warmer weather back, the brand has been advertising again.

From late March, a new television ad has been on our screens with the appropriate soundtrack of Time of the Season, with suitably summery images of sunny afternoons and apple blossom.

Whether it's the new campaign, the warmer weather or - most likely - a combination of both, Magners is already on the rise again.

Its buzz rating is up from +6 to +8 and its Index score is again in the ascendant, now up to +9.

Could it be that the cider revolution really was more than a passing fad?

It certainly is impressive that a brand can quite literally go into hibernation and then re-emerge at the first sign of the sun, ready to carry on where it left off.

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 on the 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.

The seven measures that make the complete profile are below.

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.

1. Buzz

2. General impression

3. Quality

4. Value

5. Satisfaction

6. Recommend

7. Corporate reputation

In addition, we supply an index score.

by Sundip Chahal

www.brandindex.com.

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