Ads miss their mark as World Cup brands fail to be recognised
Drinks brands that associate themselves with the World Cup are struggling to get their message through to pub-goers, according to a survey carried out by the Publican.
The investigation, which encompassed a wide range of age groups and both sexes, has revealed that recollection of TV drinks advertising among consumers is surprisingly low.
Despite huge investment by a number of alcoholic and soft drinks names, the sheer volume of advertising and marketing messages during the four-week tournament seems to be causing consumer confusion.
The survey has revealed that only 50 per cent of drinkers who regularly watch the tournament could name three brands that are connected to World Cup football, while only one in 10 could correctly name Budweiser as the official beer of the World Cup - only slightly higher than those people who thought it was Japanese brew Asahi.
The survey also revealed that only 20 per cent of respondents knew that Carlsberg was the official beer of the England team while only a third were able to connect the brand with the current advert featuring TV pundit Alan Hansen.
Carlsberg, who recently invested a massive £40m in a high-profile sponsorship deal with the English FA, will be further disheartened by the news that 40 per cent thought the ad was for rival brand Carling.
A spokesperson for Carlsberg said: "It's too early to measure the impact of Carlsberg's "Agent" ad as it has only been out for a week. Football has been a key driver of Carlsberg's growth in the UK and sales have virtually doubled during the World Cup.
"During Euro 2000 Carlsberg sales increased by 40 per cent during the tournament," she added.
Consumer uncertainty was also apparent on the topic of soft drinks advertising with only 50 per cent able to name Coca-Cola as the official soft drink of the World Cup. The other half claimed that Pepsi was FIFA's chosen partner.
However, none of those questioned were able to correctly name any three players who feature in Pepsi's sumo wrestling advert starring, among others, David Beckham, Roberto Carlos, Juan Veron, Emmanuel Petit and Rivaldo.
Research found that:
- 40 per cent of people asked thought that Carling was the official beer of the World Cup
- only 10 per cent correctly named Budweiser
- 44 per cent of people could not recall Carlsberg's latest advert staring TV pundit Alan Hansen
- Scottish Courage's new John Smith's advert featuring Peter Kay and Carling's latest instalment in its campaign were named as the most popular "World Cup" adverts
- 50 per cent of respondents incorrectly named Pepsi as the official soft drink of the World Cup.
Related articles:
Footie pundit Hansen to star in latest Carlsberg ad (29 May 2002)
Carslberg signs £40m sponsorship deal with England team (23 May 2002)
Budweiser's virtual kick-off kick-starts World Cup activity (8 May 2002)
Tennent's risks England fans' wrath with World Cup campaign (25 April 2002)
Beckham among footie stars to appear in Pepsi World Cup ads (5 April 2002)
Cola brands spat over Beckham bottle (18 March 2002)
