You are here: Adwatch April 2004


 

 

 

 

 

ADWATCH April 2004

 

 

Mar‘04
Position

 

Position in Feb‘04

1

Guinness

(2)

2

National Safety Council/Axa - Road Safety

(1)

3

Budweiser

(3)

4

Nike

(-)

5

Carlsberg

(6)

6

Vodafone

(4)

7

Dunnes Stores

(7)

8

Coca-Cola

Tesco

(6)

(9)

9

Heineken

(5)

10
SuperValu
(-)


This month Adwatch is populated by grocery retailers with Dunnes Stores, Tesco and SuperValu all featuring in the league. This is not really surprising as households stock up in preparation for Easter time and retailers are aware of this with heavy investment behind special offer advertising.

A notable newcomer sprinting into the number four position of the Adwatch arena this month is Nike, continuing to use celebrity athlete endorsement as the cornerstone of its advertising strategy. Throughout the years we have seen Nike expansion into several different sports through clever use of this strategy; Carl Lewis on the track, Tiger Woods who led Nike into golf, Ronaldo and the Brazilian national football team for soccer and famously Michael Jordan for basketball. Another fundamental twist in the use of this endorsement has been the inclusion of some of the worlds's sporting bad boys such as Eric Cantona which certainly delivers a definite feeling of attitude to its advertising. Nike's advertising is attention grabbing, passionate, inspirational and brings sport down to locker room basics.

Heineken also features this month with its new execution, which is set in Prague and has a certain James Bondesque feel to it. In an apparent Eastern block setting, the ad features a girl in broad daylight on the run from her adversary, darting in and out of doorways and up and down alleyways. Her mission is accomplished when she reaches a safe haven in what appears to be a sitting room, where a rewarding bottle of Heineken is produced from behind a bookcase, showing that while Heineken was strictly not available in Prague since 1971, where there's a will there's a way. The execution represents a departure from previous Heineken advertising, which has been quirkier and adopted a different mood.

Elsewhere in the table, little change has occurred with al the usual suspects - Guinness, National Safety Council, Budweiser, Carlsberg, Coca-Cola and Vodafone still impacting in the minds of the consumer.

Compiled by: Danielle Fletcher, Lansdowne Market Research.

Back to top

 





                                                        Overview   Published Information   Contact Us   Search   Careers   Links   Home